The role of shopping orientation in variety-seeking behaviour

Variety-seeking behavior is an important element to understand when exploring consumer choice. Our current understanding of variety-seeking behavior has largely been developed with a focus on the product related mindsets that consumers adopt while shopping. Using the trait-based concept of shopping orientation, we provide an additional antecedent to variety-seeking by looking at the phenomenon as it relates to the mindsets consumers adopt surrounding the process of shopping. Across three studies, we show that the more a consumer sees shopping as an enjoyable activity, the more likely they are to seek variety. We show this effect to occur regardless of whether choices are made sequentially, or as one bundle, as well as the roles that information-seeking and deal-proneness tendencies play. By providing this account of variety-seeking behavior we provide a significant addition to current knowledge as well as implications for firms seeking to manage the levels of variety sought by consumers.