Get on My Level: Power and Differential Patterns of Attribute-Level Variety Seeking

In the current research, we use scanner panel and experimental data to show that the relative intensity with which high and low power consumers seek variety differs by product attribute level, suggesting that power may not only influence the overall degree of consumer variety-seeking, but also the specific pattern pursued.


Jillian Hmurovic and J. Jeffrey Inman (2017) ,"Get on My Level: Power and Differential Patterns of Attribute-Level Variety Seeking", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 291-296.


Jillian Hmurovic, University of Pittsburgh, USA
J. Jeffrey Inman, University of Pittsburgh, USA


NA - Advances in Consumer Research Volume 45 | 2017

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