Product-Related Determinants of Variety-Seeking Behavior for Foods

Food consumers do not seek variety across all products to the same extent. This suggests that the intensity of variety-seeking behavior is under the joint control of personality variables, such as intrinsic desire for variety, and product-related factors. The results of the present study indicate that variety-seeking behavior is more likely to occur for products for which sensory variation among the alternatives in larger and consumer knowledge is greater. Furthermore, variety seeking is more likely to occur for food products which have a relatively large number of well-liked alternatives available and evoke a relatively high degree of involvement.