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

Consumers' variety seeking tendency (intrinsic desire for variety) is recognized as an important characteristic that influences consumers' food choice behavior. Empirical studies in economics and marketing have not specifically focused on this consumer characteristic, but instead have approached the issue from the overt behavior side. Given the great many factors that may underlie variation in behavior, intrinsic desire for variety cannot be validly derived directly from observed behavior. 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. Copyright 1992 by Oxford University Press.