Conference proceeding
Get on My Level: Power and Differential Patterns of Attribute-Level Variety Seeking
Advances in Consumer Research, Vol.45
01 Jan 2017
Abstract
In the current research, we use scanner panel and experimental data to show that the relative intensity with which high and low power consumers seek variety differs by product attribute level, suggesting that power may not only influence the overall degree of consumer variety-seeking, but also the specific pattern pursued.
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Details
- Title
- Get on My Level: Power and Differential Patterns of Attribute-Level Variety Seeking
- Creators
- Jillian HmurovicJ Inman
- Publication Details
- Advances in Consumer Research, Vol.45
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Marketing
- Identifiers
- 991021862302504721