Does Variety in Packaged Goods Matter?
Distinct from the extant literature examining variety-seeking across brands, this paper focuses on variety within packaged goods. We conducted a pilot study and two experiments, and found that the presence of variety in packaged goods enhanced product attractiveness and purchase intention. Specifically, the effect of variety was stronger in the joint (vs. separate) evaluation mode (study 1) and when consumers had a hedonic (vs. utilitarian) consumption goal (study 2). In addition, consumers were even willing to sacrifice some quantity to gain variety. These findings contribute to the literature and have important implications for the marketing of packaged goods.
Xia Wang, Luping Sun, and Hean Tat Keh (2011) ,"Does Variety in Packaged Goods Matter?", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 347-348.
Xia Wang, Guanghua School of Management, Peking University, P.R. China
Luping Sun, Guanghua School of Management, Peking University, P.R. China
Hean Tat Keh, Guanghua School of Management, Peking University, P.R. China
AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011
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