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Journal of Undergraduate Research

Keywords

describing products, sensorial descriptions, variety-seeking behavior

College

Marriott School of Management

Department

Marketing

Abstract

This project is to examine how describing the sensory attributes (vs. non-sensory) of a product impacts variety-seeking behaviors of consumers. It is important to understand when and why consumers seek variety as companies seek to maintain customer loyalty. Prior studies have showed that variety seeking is increased within sensory domains, such as food (Inman, 2001). This current project seeks to understand variety-seeking behaviors within non-sensory product domain. Sensory characteristics lead to quicker satiety than non-sensory characteristics (Inman, 2001). Using the same product over and over again increases the desire for a change. This desire for change, and consequent variety seeking, is especially prevalent with food items, or with items with strong sensory attributes (Inman, 2001). Therefore, we hypothesize that even within nonsensory product domain, describing products in sensorial ways will increase variety-seeking behaviors of consumers.

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