Should Variety Seeking Be Measured At the Sku, Brand, Or Category Level? Does It Matter?

Variety-seeking can occur at the SKU, brand, or category level. Past research focused on brand level variety-seeking. Using data from the snack market we offer a comprehensive picture of individual variety-seeking behavior and study associations in behavior across the three forms of variety-seeking.



Citation:

Marina Girju and B.P.S. Murthi (2011) ,"Should Variety Seeking Be Measured At the Sku, Brand, Or Category Level? Does It Matter?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Marina Girju, University of Texas at Dallas, USA
B.P.S. Murthi, University of Texas at Dallas, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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