The impact of context on variety seeking in product choices
Article Abstract:
One reason consumers seek variety in product choices is to satisfy a need for stimulation. It is suggested that consumers may try to achieve an optimal level of stimulation by balancing the stimulation sought from product choice with the stimulation available from the choice context. Two laboratory experiments are conducted that show that causing changes in the choice context (thus increasing stimulation) decreases the amount of variety seeking subjects exhibit in product choices. Specifically, the results of the experiments suggest that consumers' needs for stimulation may be met by providing variety in a different product category or in other aspects of the choice context. A limiting condition to this finding is also examined. If positive affect is induced along with stimulation, then the reduction in variety-seeking behavior is mitigated. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1995
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Comparing dynamic consumer choice in real and computer-simulated environments
Article Abstract:
Actual supermarket purchases made by consumers over a seven-month period are compared with the choice decisions collected in one sitting in a laboratory simulation. The laboratory simulation was designed to mimic the original market environment. Although there were systematic biases in predictions of true purchase behavior from the simulated data, the "compressed simulations" were reasonably valid in predicting market shares and promotion sensitivity for brands across consumers. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1992
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Contextual Effects on the Revision of Evaluative Judgments: An Extension of the Omission-Detection Framework
Article Abstract:
This article focuses on the format in which information is presented to the consumer. Issues concerning noncomparative vs. comparative advertising are examined in this article.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1999
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