Abstract
The link between variety seeking and promotional response has been of interest to marketing researchers for quite some time. By segmenting consumers according to their variety-seeking needs, researchers have established some interesting results regarding the variation in promotional response across segments. However, the sole basis for segmentation thus far has been unidimensional (e.g., highand low-variety seekers). This research discusses a unique way to segment consumers based not only on the usual extent (or mean) of variety seeking but also on the intensity (or consistency) of variety-seeking behavior, a new segmentation criterion. The authors conduct an empirical study to test the two-dimensional segmentation scheme and investigate differences in response to a variety of promotions across the segments. The inclusion of the intensity aspect of variety seeking as an additional basis for segmentation has a significant impact on promotional response and offers substantially richer managerial interpretation.
Get full access to this article
View all access options for this article.