Variety Seeking, Satiation, and Maximizing Enjoyment Over Time

Sevilla, Julio; Lu, Joy; Kahn, Barbara E.

doi:10.1002/jcpy.1068

Cited by 62 publications

(69 citation statements)

References 115 publications

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“…In SC context, to achieve variety, the vendor needs to consistently disclose various products and services through varying experience using text, image or video, embedded and exposed in the social interaction (Church and Salam, 2010). Specifically, the diversity of content, products and services can be achieved by modifying specific attribute, as well as through rebranding and repackaging their content and product (Sevilla and Kahn, 2018; Kim et al , 2018). Therefore, by maintaining the continuity of content and experience which is fresh and varied, users tend to refrain from satiation and enjoy interaction which is likely to help in reducing intention to switch to other sites, especially for people with high experience of SC usage, according to moderating factor analysis result.…”

Section: Discussion Of the Findingsmentioning

confidence: 99%

The factors influencing customer loyalty in social commerce platform: variety-seeking and social impact perspective

Handarkho

2020

IJWIS

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Purpose This study aims to address the factors influencing customer loyalty in social commerce (SC) sites from different standpoints with the intention to use the “variety-seeking” perspective and social impact theory as the foundation of the theoretical model. Specifically, it examined the factors capable of diverting user loyalty from using the current platform to other SC sites. Design/methodology/approach The theoretical model developed consists of five factors, including the intention to switch, perceived herd behavior, life events, satiation and hedonic motivation. However, this proposed model was validated by 568 users of SC in Indonesia. Findings The result showed that all direct and indirect predictors of the dependent variable were statistically significant except the direct effect of the perceived herd behavior. Meanwhile, age, income, and experience were found to have a significant moderating effect on the direct influence on the dependent variable. Originality/value This study is different from previous studies in SC, which focused on customer loyalty. It makes an alternative approach by investigating a “negative” factor capable of diverting user attention and commitment with the current SC platform, which leads to switching to another SC.

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Section: Discussion Of the Findingsmentioning

confidence: 99%

The factors influencing customer loyalty in social commerce platform: variety-seeking and social impact perspective

Handarkho

2020

IJWIS

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“…Previous research also provides theoretical explanations and boundary conditions for variety-seeking. First, variety-seeking is one way to reduce satiation (McAlister, 1982; Sevilla et al, 2019). Satiation may involve the choice outcome as well as the choice process.…”

Section: Literature Review and Main Predictionsmentioning

confidence: 99%

“…On the other hand, when the decision involves choosing options from the same brand (typically, choosing between multiple flavor options from the same brand), freedom of choice is not salient, but the preference for different flavors is expected to be high. To support this argument, Inman (2001) found that flavor-based variety was strongly related to sensory-specific satiation, which is closely related to preference rather than freedom-seeking (see McAlister, 1982; Sevilla et al, 2019). In addition, Huang and Wyer (2015) also suggested that concrete (vs. abstract) construals lead to low variety-seeking.…”

Section: Literature Review and Main Predictionsmentioning

confidence: 99%

Impact of the Perceived Threat of COVID-19 on Variety-Seeking

Kim

2020

Australasian Marketing Journal

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The COVID-19 pandemic has significantly influenced our daily and social lives as well as our consumption patterns. This paper focuses on the relationship between the COVID-19 threat and variety-seeking. Based on several theories, including reactance theory and terror management theory, we predict that the perceived threat of COVID-19 will increase the tendency to choose more and different options in multiple choice settings. Firstly, two empirical studies demonstrate that variety-seeking in food and stationery choices is enhanced as people's perceived threat from the disease increases. Study 3 further suggests the boundary conditions of the above pattern in that the type of decision (i.e., multiple option selections across different brands vs. within the same brand) will moderate the impact of the perceived threat on varietyseeking. Specifically, when the decision involved choice across different brands, participants showed higher variety-seeking under high (vs. low) perceived threat. However, the opposite pattern was true when the decision involved choice within the same brand. This research offers a deeper understanding of how variety-seeking can be changed by the perceived threat of COVID-19.

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“…), those based on experiences perceived through the senses are likely to trigger consumer sensory adaptation, even satiation (Larson et al, 2013). Sevilla et al (2019) explain that when consumers anticipate satiation will occur, they may choose to seek variety as a proactive behaviour to delay satiation. Therefore, their intention to seek and try other retailers, who might provide them with new and different experiences, also grows.…”

Section: Introductionmentioning

confidence: 99%

Dual effect of sensory experience: engagement vs diversive exploration

Lashkova

Antón

Camarero

2019

IJRDM

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Purpose The purpose of this paper is to examine the dual effect of sensory experiences on customer behaviour in the context of retailing. Based on the theoretical framework of the optimal stimulation level theory, the authors propose that sensory experiences reinforce satisfaction, engagement and loyalty, but increase customers’ diversive exploration and curiosity for other experiences and may eventually led to reduced loyalty. Design/methodology/approach A self-administrated online questionnaire was distributed via e-mail to 1,000 households in a Spanish town, and 325 usable responses of supermarket customers were collected. The hypothesised relationships were tested using the partial least squares approach. The analysis is extended with an experiment in online fashion stores that explores whether a varied sensory experience reinforces consumers’ diversive exploration. In total, 68 students participated in the study. Hierarchical regression analysis is performed to analyse the results of the experiment. Findings Findings support the notion that a pleasant sensory experience increases customer satisfaction and therefore their engagement and behavioural loyalty (exclusivity) towards the retailer whilst also generating more ambitious consumer expectations vis-à-vis the shopping experience and thus encouraging them to search for new retailers and, so, to be less loyal. Research limitations/implications This research warns of the risk of increasing customer’s expectations and reducing their loyalty; hence satisfaction is not enough. Retailers should consider offering new experiences and surprise customers every so often, attempting to curtail the effect of satiation or the effect of over-arousal. Originality/value The novelty of this study is the proposal of a twofold effect of sensory experience on loyalty, a positive effect, through satisfaction, and a negative effect, through the search for new experiences.

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Variety Seeking, Satiation, and Maximizing Enjoyment Over Time

Cited by 62 publications

References 115 publications

The factors influencing customer loyalty in social commerce platform: variety-seeking and social impact perspective

The factors influencing customer loyalty in social commerce platform: variety-seeking and social impact perspective

Impact of the Perceived Threat of COVID-19 on Variety-Seeking

Dual effect of sensory experience: engagement vs diversive exploration

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