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External information sources of product enthusiasts: Differences between variety seekers, variety neutrals, and variety avoiders
Author(s) -
Dodd Tim H.,
Pinkleton Bruce E.,
Gustafson A. William
Publication year - 1996
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199605)13:3<291::aid-mar3>3.0.co;2-7
Subject(s) - variety (cybernetics) , interpersonal communication , seekers , psychology , product (mathematics) , advertising , social psychology , computer science , business , political science , artificial intelligence , law , geometry , mathematics
The external information sources of enthusiasts are examined. Enthusiasts who frequently switch their purchases of wine from different regions are compared with those who switch their purchases less frequently. Findings indicate that variety‐seeking enthusiasts use a significantly larger number of information sources than variety neutrals, and variety neutrals use a significantly larger number of sources than variety avoiders. Differences concerning wine consumption, the use of print media, interpersonal sources, and trial information sources are also noted. © 1996 John Wiley & Sons, Inc.