Premium
Does variety seeking vary between hedonic and utilitarian products? The role of attribute type
Author(s) -
Baltas George,
Kokkinaki Flora,
Loukopoulou Apostolia
Publication year - 2017
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1649
Subject(s) - variety (cybernetics) , product (mathematics) , product category , product type , psychology , marketing , social psychology , cognitive psychology , business , computer science , mathematics , artificial intelligence , geometry , programming language
The purpose of this paper is to consider attributes that stimulate variety seeking in hedonic and utilitarian product categories and examine the interaction of product category and attribute type on variety‐seeking behaviour. The results of 3 studies indicate that in hedonic product categories, consumers seek more variety in sensory attributes, whereas in utilitarian product categories, they seek more variety in functional attributes. This interaction effect is explained by the fact that the satiation rates of sensory and functional attributes depend on the nature of the product category. In product categories, which are not clearly hedonic or utilitarian, this interaction effect is not evident. The theoretical and practical implications of the findings are discussed.