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© 1992 Oxford University Press and the Foundation for the European Review of Agricultural Economics

research-article

Consumers' variety seeking tendency with respect to foods: Measurement and managerial implications*

HANS C.M. VAN TRIJP and JAN-BENEDICT E.M. STEENKAMP

Department of Marketing and Marketing Research Wageningen Agricultural University Hollandseweg 1 6706 KN Wageningen The Netherlands

Received April 1, 1991;

Summary

Consumers' variety seeking tendency (intrinsic desire for variety) is recognised as an important characteristic that influences consumers' food choice behaviour. Empirical studies in economics and marketing have not specifically focused on this consumer characteristic, but instead have approached the issue from the overt behaviour side. Given the great many factors that may underlie variation in behaviour, intrinsic desire for variety cannot be validly derived directly from observed behaviour. Instead, a measure specifically tapping this consumer characteristic is required. In this paper a scale (VARSEEK) for measuring consumers' variety seeking tendency with respect to foods is developed. The construct validity of this VARSEEK-scale is investigated extensively and managerial implications are discussed.

Keywords: consumer research, variety seeking, Optimal Stimulation Level, scale construction, VARSEEK


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