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.
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.
Marina Girju, University of Texas at Dallas, USA
B.P.S. Murthi, University of Texas at Dallas, USA
NA - Advances in Consumer Research Volume 38 | 2011
Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons
Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA
Give Me Something of Yours: The Downside of Digital (vs. Physical) Exchanges
Anne Wilson, Harvard Business School, USA
Shelle Santana, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA
R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands
Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas