THE IMPACT OF CONTEXT ON VARIETY SEEKING IN PRODUCT CHOICES

One reason consumers seek variety in product choices is to satisfy a n eed for stimulation. It is suggested that consumers may try to achieve an optimal level of stimulation by balancing the stimulation sought f rom product choice with the stimulation available from the choice cont ext. Two laboratory experiments are conducted that show that causing c hanges in the choice context (thus increasing stimulation) decreases t he amount of variety seeking subjects exhibit in product choices. Spec ifically, the results of the experiments suggest that consumers' needs for stimulation may be met by providing variety in a different produc t category or in other aspects of the choice context. A limiting condi tion to this finding is also examined. If positive affect is induced a long with stimulation, then the reduction in variety-seeking behavior is mitigated.