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This study aims to investigate the effect of winning-losing perception, including the winning or losing result and the closeness of this result, on consumers’ subsequent variety-seeking behavior.

Four experimental designs, one with a modified version of the Tetris game, were used to show how and when winning or losing perceptions will influence individuals’ variety-seeking behavior.

Consumers who have failed in a competition or not achieved a goal tend to seek less variety in their later consumption than do consumers who have succeeded because losing feedback weakens consumers’ perception of their control of personal mastery. This effect only exists when the closeness of winning or losing is narrow (e.g. the success is just missed) and diminishes when the result is clear and obvious.

The current study has systematically explored the interaction between winning-losing outcomes and the closeness of these outcomes.

This study offers marketing managers practical guidance on how to use competition results to conduct marketing activities, such as transmitting advertisements for classic flavors to those who have lost in a video game or properly increasing the proportion of new flavors or products in stores or vending machines near sports venues.

This research adds to the literature on competition, which has largely overlooked the possible moderating role of the closeness of the competition result and its influence on individuals’ follow-up irrelevant behaviors and it also adds to the work on variety-seeking behavior, which has not explored the impact of winning-losing perception.

The purpose of this paper is twofold: first, to clarify what specific behaviors are involved in consumers' partial switching in mobile application (app) usage, and, second, to explore the common and differential motivations of these behaviors.

This paper specified two behaviors in consumers' partial switching in mobile app usage, trialing and combining behaviors, and conceptualized them as different types of variety seeking behaviors. A theoretical model contrasting intrinsic motivations and extrinsic motivations on the two behaviors was developed and tested with a sample of 561 mobile app users in China.

The findings showed that both trialing and combining behaviors could be motivated by intrinsic individual-related and extrinsic technology-related factors. Besides, intrinsic individual-related factors were more effective in motivating trialing behavior, whereas extrinsic technology-related factors were more effective in motivating combining behavior. All these findings are applicable and consistent in both hedonic and utilitarian apps.

This study extends and advances the literature on information technology switching by investigating consumer use behaviors from a new perspective of partial switching and multiple competing apps usage. This study also contributes to variety seeking literature by extending the understanding of variety seeking to the context of mobile app usage. Finally, by investigating the associations and distinctions of trialing and combining behavior, this study not only helps to fully understand the partial switching but also enriches the understanding of different types of variety seeking behaviors.

The purpose of this study is to identify diners ' fundamental reasons for seeking variety in their choice of a restaurant and to understand their variety-seeking intentions from the perspective of personality characteristics.

An online survey was conducted using a self-administered questionnaire and 309 usable responses were collected. To test the hypothesized relationships, structural equation modeling (SEM) was performed. A multiple group analysis was also conducted to test the moderating effects of personality characteristics.

The results suggested that diners ' desired values are more critical than prior dining experiences in determining variety seeking intentions. Further, satisfaction and desired hedonic/utilitarian values differently affect variety seeking intentions across high and low allocentric personality groups.

Regarding personality types, satisfaction and desired values were found to have a significant impact on variety seeking intentions in the high allocentric group, but not the low allocentric group. This suggests that the restaurant industry could develop effective marketing strategies by considering their target customers ' personality characteristics.

This study is unique in that it identified customers ' fundamental reasons for seeking variety in consumption situations, particularly in terms of restaurant choice. This study also considered individuals ' personality characteristics associated with optimal stimulation level in order to understand why consumers seek variety.

The purpose of this study is to investigate variety-seeking behavior among US wine consumers to determine if there are differences in their personal characteristics, values and relationship with wine.

The research design uses a quantitative research study using data from an online survey of 401 US wine consumers. The Schwartz Value Inventory and the VARSEEK scale are used as measurement instruments. Data are analyzed using descriptive statistics, cluster analysis, ANOVA and discriminate analysis.

The results illustrate strong differences between high variety-seeking consumers compared to moderate variety-seeking and variety avoiders. High variety seekers are younger, hold values favoring stimulation and tolerance of risk, pay more for wine, purchase wine in more locations, prefer more varietals and consider themselves more wine knowledgeable and involved than the other two segments.

The results provide implications for wine marketers targeting high variety-seeking consumers, including offering wine brands with a wider array of varietals, wines from different countries, various price tiers and include creative packaging and sustainable messages in their presentation.

This paper presents research addressing an important construct for wine marketers attempting to introduce new products and build brand loyalty.

The main purpose of the present paper is to identify the differences in the antecedents of holiday destinations revisit intentions in the short and long run. Specifically, this work analyzes the influence of specific variety seeking, perceived value, destination image, satisfaction, switching costs and past switching behavior.

This is a quantitative study and the authors collected data personal interviews at households using the random route sampling technique. The sample comprises 400 tourists who have been on holiday at least once in the last two years, excluding lodging in relatives' and friends' houses or their own secondary residence. The data is analyzed through structural equation modeling.

The results show that there are relevant differences in the antecedents of holiday destination revisit intentions in the short and long term. The main determinants of the intention to return to the destination for the next holiday are past switching behavior, switching costs and specific variety seeking, whereas the assessment of the destination (image and satisfaction) does not have a significant effect. However, in the long term, satisfaction becomes the most relevant antecedent of intentions to return, specific variety seeking maintains its influence, and past switching behavior and switching costs become irrelevant.

The findings have relevant implications for destination managers in helping them to understand the temporal pattern of tourist revisit intentions and the main antecedents.

The main contribution of this paper is twofold. Firstly, researchers have rarely considered the temporal dimension when analyzing the antecedents of revisit intention, despite the usefulness of this approach to improve the understanding of tourists' return intentions. Secondly, the research is focused on specific variety seeking – that is, the propensity to seek variety in a concrete product category; rather than general variety seeking that is the usual approach.

Customer loyalty is a focal concern for marketers who seek to identify its antecedents and causal structure with the aim of better understanding, predicting and managing loyalty. The purpose of this paper is to model both current behaviour (measured as share of wallet) and future intentions as measures of customer loyalty, to quantify the link between current and future behaviour.

A hybrid model, combining reflective and formative constructs, was developed, moving away from the traditional “reflective only” approach to explain customer loyalty. New predictors such as variety seeking, “resistance to change” and risk taking behaviour were tested to explain loyalty.

While “risk” is traditionally viewed as a key variable in financial services, this study finds that variety seeking and “resistance to change” predicted current behaviour and future behavioural intentions better than risk. Higher explanatory power and better model fit was found for a hybrid model combining formative and reflective constructs; in contrast to the more common fully reflective approach.

This study adds to the emerging debate on whether concepts such as loyalty should be treated as reflective and/or formative. The implications from this study suggest that future research can usefully model current behaviour as formative and future intentions as reflective. Future research should test the extent that these findings apply across products and services beyond banking.

This study establishes that variety seeking and “resistance to change” can usefully explain and predict loyalty. The examination of “formative” and “reflective” concepts in explaining loyalty is also novel.

Eating out behaviors vary from one individual to another. However, there is no conceptually underpinned typology to explain this phenomenon effectively. This paper aims to develop a conceptually underpinned typology of eating out attitudes and to distinguish differences based on demographics and actual eating out behaviors.

This study proposes a typology using a 2×2 matrix (high and low levels of involvement and variety seeking) and uses multinomial logistic regression to examine differences between the four groups.

Age, education, the breadth of culinary exposure, and the extent of eating out are significant differentiators between the four eating out attitudes.

The typology can be investigated in cross‐cultural contexts to expand the understanding of eating out behaviors underpinned by involvement and variety seeking. Both restaurants and destination marketing organizations can use the typology to better understand their customers and build effective communication and product mix strategies.

The paper is the first in the restaurant marketing literature to examine and explain the roles of two important and highly relevant consumer behavior constructs: involvement and variety seeking. Additionally, the study provides key insights pertinent to the fast growing Indian market.

The purpose of this paper is to describe the further development of the previously introduced switch of brand (SB) model (presented in 2012) which helps to approximate variety-seeking behaviour (VSB) out of household panel data.

Based on existing theoretical variety-seeking models analysing household panel data, the further expansion of the variety-seeking model “Switch of Brands” (SB) is presented. In the last contribution in the British Food Journal the authors presented this simple but powerful tool to approximate VSB. The further developed model “Switch of Brands – Promotions” (SB _PR ) integrates relevant variables into one theoretical variety-seeking model (number of purchased brands, number of purchases, price promotions, etc.). In particular, price promotions were integrated into the SB model in order to deliver even more realistic approximations of households’ VSB.

The explanatory power of the model in view of brand loyalty is tested. The empirical analysis is conducted with scanner household panel data from Austria in three different product categories.

The data analysis shows that the model has an excellent explanatory power concerning brand loyalty, however, not better than the original SB model.

The SB _PR model allows interpretations for marketing purposes and brand management including marketing variables (here: price promotions). The model may be applied in any business field where panel data are available.

The model delivers a consistent theoretical framework for approximating VSB by means of purchase histories.

The aim of this paper is to introduce and evaluate an expanded model approximating variety‐seeking behaviour (VSB), which is defined as the phenomenon that consumers switch between brands because of the utility gained from the switch itself.

As a theoretical basis, two existing approaches, the switch (S) and the successive switch (SS) models, were examined and adjusted. The integration of both approaches led to the expanded “switch of brands” (SB) model. SB was tested empirically using panel data for a highly developed food market (the Austrian food market for three product categories, i.e. fruit juice, fruit yoghurt, and chocolate, with data for 2007 and 2008).

The integration of S and SS into the expanded SB model succeeded. Based on an annual comparison, the reliability of the SB model was tested. Since the results can be reproduced, it can be determined that the SB model is reliable. To test the explanatory power, a variable assessing brand loyalty (“brand purchase frequency”) was introduced. Correlation analyses showed that the expanded variety‐seeking model is more appropriate for approximating VSB than either S or SS.

The SB model is still very basic, integrating only three variables. Other influencing variables have to be considered to further improve the significance of the SB model.

The expanded VSB model can be applied in all product categories and markets where panel data are available. It helps to analyse panel data in view of consumers' variety seeking and brand switching behavior.

The expanded variety‐seeking model (SB) is easy to implement and gives valid information on VSB. It can be used for marketing decisions, especially in connection to brand management.

The present study is aimed at examining the antecedents of online shopping user behavior and customer satisfaction. More specifically, (1) the effect of social influence, variety seeking behavior, advertising and convenience on user behavior, and (2) the effect of user behavior on customer satisfaction are examined.

A conceptual model is developed and tested after verifying the psychometric properties of the survey instrument. Data were collected from 556 respondents from three major cities (Hyderabad, Chennai and Bangalore) in the southern part of India using structured instrument. Hierarchical regression is performed. Measurement model was checked using structural equation modeling (Lisrel package).

The results reveal that (1) social influence, (2) variety seeking, (3) advertising, (4) convenience, (5) trust and (6) product factors were positively related to online user behavior. Results also show that user behavior is significantly and positively related to customer satisfaction. The hierarchical regression results also showed moderating effects of (1) trust in the relationship between social influence, variety seeking and user behavior, and (2) product factors in the relationship between advertising, convenience and user behavior. Finally, results suggest that user behavior is partially mediating the relationship between trust and customer satisfaction, i.e. trust has both direct and indirect effect on customer satisfaction.

As with any survey-based research, the present study suffers from the problems associated with self-report measures viz., common method bias and social desirability bias. However, the authors attempted to minimize these limitations by following appropriate statistical techniques.

This study contributes to both practicing managers and the literature on advertising. The study suggests that trust and product play a major role in strengthening the relationship between antecedents and user behavior.

This study provides new insights about the importance of gaining trust in influencing consumer behavior. The conceptual model the authors developed is novel in the sense not many studies are available in India to empirically examine the moderating relationships of trust and product in consumer behavior.