Using Optimal Stimulation Level to Derive Variety Seeking Segments

Consumers’ variety seeking has preoccupied many researchers in the last two decades and many explanations and models have been produced. The concept is relevant to market segmentation since different variety seeking segments may require different promotional approaches. On this basis the paper focuses on deriving variety seeking segments, via hierarchical cluster analysis, using the notion of optimal stimulation level. Findings indicate 7 distinct clusters with different variety seeking levels stemming from different intrinsic motives.


Dimitrios Chalvatzis and Nina Michaelidou (2007) ,"Using Optimal Stimulation Level to Derive Variety Seeking Segments", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 368-370.


Dimitrios Chalvatzis, Openreach, UK
Nina Michaelidou, University of Birmingham, UK


E - European Advances in Consumer Research Volume 8 | 2007

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