Some implications of variety seeking for advertising and advertisers

Elizabeth C. Hirschman, Melanie Wallendorf

Research output: Contribution to journalArticlepeer-review

17 Scopus citations


Empirical research and various behavioral theories support the proposition that some people seek variety in the stimulation they receive. Sources of stimulation may include products, advertisements, mass media and so forth. This paper discusses some of the major implications of variety seeking for advertisers. It is believed that variety seeking by consumers can affect several aspects of advertising, including consumer brand loyalty, the willingness of consumers to try new products they may learn about through advertising and the time period required for advertising campaign wearout. These potential effects of variety seeking can be incorporated into strategic planning by advertisers to minimize negative consequences and maximize positive consequences of variety seeking behaviors by consumers.

Original languageEnglish (US)
Pages (from-to)17-43
Number of pages27
JournalJournal of Advertising
Issue number2
StatePublished - Jun 1 1980

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing


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