Market Share Response When Consumers Seek Variety
研究消费者寻求多样化行为对市场份额的影响，发现多样化强度增加时，最不受欢迎的品牌份额上升，最受欢迎的品牌份额下降；品牌相似性变化也会影响份额。
Using a model of consumer variety-seeking, the authors study the long-term market share implications of changes in variety-seeking intensity, brand preferences, and pairwise similarities between brands.Those analytically derived guidelines are examined in three-brand and five-brand markets through simulation.The least preferred brand is found generally to gain market share as variety-seeking intensifies whereas the most preferred brand tends to lose share.If two brands are perceived as having become more similar without a change in overall preferences, the repositioned brands are likely to lose market share while uninvolved brands gain share.If two brands are perceived as having become more similar in a way that increases overall preference for those repositioned brands, they should gain market share while uninvolved brands lose it.A behavioral experiment provides preliminary empirical support for some of the findings. Market Share Response When Consumers Seek VarietyIn noting that their subjects chose self-reported favorite soft drinks only about half the time, Bass, Pessemier, and Lehmann (1972) suggested variety-seeking as an important determinant of consumer behavior.Since that time, research has focused on describing consumer varietyseeking behavior (Jeuland 1978;