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RESEARCH PRODUCT

Ein Präferenzmodell zur Erfassung des Markenwechselverhaltens

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Existing models view variety seeking as the result of either differences in the level of attribute satiation across attributes (across attributes variety seeking models) or variations in the level of one attribute (within attribute variety seeking models). The model presented in this paper connects the two approaches for explaining variety seeking. The resulting pattern of consumption is represented as an oscillation about a consumer’s ideal point on the dimension and as an interaction between the perceived levels of two attributes. An empirical study that illustrates the explanatory power of the model developed is reported.