Abstract
Consumers sometimes behave in a manner predicted by cognitive consistency theories. At other times, they exhibit variety seeking behavior. This report summarizes a number of studies which demonstrate that variety needs differ by situation, sex, and age.
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Edmund W.J. Faison, “The Neglected Variety Drive: A Useful Concept for Consumer Behavior,” Journal of Consumer Research, 4 (December, 1977), 172–175.
Salvatore R. Maddi, “The Pursuit of Consistency and Variety,” in Theories of Cognitive Consistency: A Sourcebook, ed. R.P. Abelson, et al (Chicago: Rand McNally, 1968), pp. 267–74.
M. Venkatesan, “Cognitive Consistency and Novelty Seeking,” Consumer Behavior: Theoretical Sources, ed. S. Ward and T.S. Robertson (Englewood Cliffs, N.J.: Prentice-Hall, 1973), pp. 354–84.
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Faison, E.W.J. (2016). Consistency Versus Variety Seeking Behavior: Situational Effects. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_89
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DOI: https://doi.org/10.1007/978-3-319-16934-7_89
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16933-0
Online ISBN: 978-3-319-16934-7
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