Modeling Inertia and Variety Seeking Tendencies in Brand Choice Behavior

Kapil Bawa
Additional contact information
Kapil Bawa: New York University

Marketing Science, 1990, vol. 9, issue 3, 263-278

Abstract: Theories of exploratory behavior suggest that inertia and variety-seeking tendencies may coexist within the individual, implying that the same individual may exhibit inertia and variety-seeking at different times depending on his/her choice history. Past research has not allowed for such -consumer variability in these tendencies. The purpose of this study is to present a choice model that allows us to identify such “hybrid” behavior (i.e., a mixture of inertia and variety-seeking), and to distinguish hybrid behavior from simpler types of behavior such as pure inertia, pure variety-seeking and zero-order behavior. The model is estimated at the household level using panel data for three product classes, covering a total of 1069 households. The empirical analysis shows that more than half the households analyzed exhibited hybrid behavior rather than simpler types of behavior.

Keywords: brand switching; variety-seeking; inertia; purchase event feedback (search for similar items in EconPapers)
Date: 1990
References: Add references at CitEc
Citations: View citations in EconPapers (29)

Downloads: (external link)
http://dx.doi.org/10.1287/mksc.9.3.263 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:9:y:1990:i:3:p:263-278

Access Statistics for this article

More articles in Marketing Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().