How Does Variety Seeking Affect Product Usage?

S. Ram; Hyung Shik Jung

doi:10.1007/978-3-319-17052-7_18

How Does Variety Seeking Affect Product Usage?

S. Ram, Hyung Shik Jung

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Abstract

An experiment was conducted to determine if consumers purchased products with many more functions than they actually used, and if so why. It was found that, in the case of calculators, the higher the variety seeking drive of the consumer, the higher his level of anticipated usage of functions in the future, and hence higher the number of functions purchased. It was also found that the actual number of functions used by a consumer relative to the total number of functions available in a product increased rapidly for a short time following purchase, and then stabilized. Further, the disconfirmation with product usage was found to decrease over the life of the product. The implications for future research have also been discussed.

Original language	English (US)
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	85-89
Number of pages	5
DOIs	https://doi.org/10.1007/978-3-319-17052-7_18
State	Published - 2015

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Keywords

Consumer Research
Innovative Consumer
Product Usage
Risk Preference
Voluntary Simplicity

ASJC Scopus subject areas

Strategy and Management
Marketing

Access to Document

10.1007/978-3-319-17052-7_18

Cite this

@inbook{fc4aebfafe0f4fa88e57d77450576c81,

title = "How Does Variety Seeking Affect Product Usage?",

abstract = "An experiment was conducted to determine if consumers purchased products with many more functions than they actually used, and if so why. It was found that, in the case of calculators, the higher the variety seeking drive of the consumer, the higher his level of anticipated usage of functions in the future, and hence higher the number of functions purchased. It was also found that the actual number of functions used by a consumer relative to the total number of functions available in a product increased rapidly for a short time following purchase, and then stabilized. Further, the disconfirmation with product usage was found to decrease over the life of the product. The implications for future research have also been discussed.",

keywords = "Consumer Research, Innovative Consumer, Product Usage, Risk Preference, Voluntary Simplicity",

author = "S. Ram and Jung, {Hyung Shik}",

note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",

year = "2015",

doi = "10.1007/978-3-319-17052-7_18",

language = "English (US)",

series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

publisher = "Springer Nature",

pages = "85--89",