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Existing models view variety seeking as the result of differences in the level of attribute satiation across attributes. An alternative within-attribute variety-seeking (WAVS) model is proposed. The model posits that variety seeking occurs among the nested features, or meaningful value ranges, of an underlying dimension. The resulting pattern of consumption is represented as an oscillation about a consumer's ideal point on the dimension. An empirical study that illustrates different oscillation patterns is reported.


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© Springer. Final version published as: Johnson, M. D., Herrmann, A., & Gutsche, J. (1995). A within-attribute model of variety-seeking behavior. Marketing Letters, 6(3), 235-243. doi: 10.1007/BF00995114
Reprinted with permission. All rights reserved.

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