La recherche de variété est un comportement par lequel le consommateur va changer dans le choix de ses produits. Cette définition implique une opposition à la fidélité (le rachat du même produit) et une approche intertemporelle (les changements se font par rapport à une situation normale ou habituelle). Notre étude propose un nouveau cadre d'analyse qui n'oppose pas systématiquement la fidélité et la recherche de variété : nous distinguons d'une part le cadre temporel de la recherche de variété (intertemporel ou instantané) et d'autre part le « niveau » d'expression du comportement (entre produits d'une marque ou entre marques). Ainsi, nous identifions 4 formes de recherche de variété qui coexistent théoriquement à l'intérieur d'un marché. Parmi celles-ci, nous concentrons notre analyse sur la recherche de variété intramarque, qui est une conséquence directe de la fidélité à la marque, en s'exprimant à l'intérieur de sa gamme. Les résultats de deux modèles de choix (un modèle Logit multinomial et un modèle Logit multivarié) caractérisent et approfondissent un résultat classique : les consommateurs manifestent simultanément un comportement de fidélité (recherche de variété intramarque) et d'infidélité aux marques (recherche de variété intermarques). Nous discutons des implications managériales de ces comportements : soit la fidélisation des marques n'est pas efficace pour les consommateurs, soit les marques sont positionnées sur des segments différents et de fait, les gammes proposées, aussi larges qu'elles soient, ne permettront pas l'expression de la recherche de variété individuelle. / Variety-seeking is a behavior which appears when a consumer switches in his choices of products. This definition involves an opposition to loyalty (i.e. repeat-buying) and a longitudinal view (i.e. the consumer switches in comparison to a “normal” or “regular” choice). Our study proposes a new conceptual framework which doesn't oppose systematically loyalty and variety-seeking: on one hand, we distinguish the temporal framework of variety-seeking (i.e. longitudinal or instantaneous), and on other hand, the “level” where variety-seeking appears (within a brand's products line or within brands). So, we identify 4 types of variety-seeking which coexist theoretically within a market. Among these one, we concentrate our analysis on “intrabrand variety-seeking”. This behavior is a direct consequence of loyalty, by appearing within its line. The results of two discrete choice models (a multinomial Logit model and a multivariate Logit model) explore more deeply a classical result: consumers are simulteaneously loyals (intrabrand variety-seeking) and non-loyals (interbrand variety-seeking) to brands. We then discuss theconsequences of these behaviors: either brands' loyalty programs are not successful for consumers in the category, or brands are positioned on different sub-markets, and so, their lines, as wide as they are, don't allow individual variety-seekng.

Zugl.: Passau, Universiẗat, Diss., 2009.

Yes / Food Involvement reflects the bond between consumer and food, and serves as a means of expression, identity and social recognition. Yet no existing scales are able to assess the complex psychological nature of Food Involvement. To fill this gap, this study developed and validated a Psychological Food Involvement Scale (PFIS). Data were collected by an online self-report questionnaire, involving 476 Italians aged 20-72 years (M = 48.13, SD = 13.18). The structure and psychometric properties of PFIS were examined through an exploratory and a confirmatory factor analysis, and construct validity was assessed by correlating it with Food Involvement Scale, Food Variety Seeking Scale and the General Health Interest Scale. As a behavioural indicator of validity, food and drink consumption was assessed using the Dietary Habits and Nutrition Beliefs Questionnaire. Factor analysis indicated that the PFIS comprised 19 items grouped in four stable dimensions: Emotional Balance; Self-Realization; Social Affirmation; Social Bonding. People more psychologically involved in food were more interested in healthy eating and more likely to vary their diet. The PFIS discriminated between dietary patterns. Higher PFIS scores were associated with frequent consumption of meat/fish and wholegrains/legumes. Frequent intake of meat/fish and snacks was associated with Social Bonding and meat/fish with Emotional Balance. The PFIS also explained consumption of vegetable drinks and lactose-free milk indicating the symbolic value ascribed to them related to self-expression, acceptance by others, and emotions. This implies potential for the PFIS for use in research to understand food choice and promote healthy eating. / This work was supported by the Fondazione Cariplo and Regione Lombardia within the CRAFT (Cremona Agri-Food Technologies) project ID 2018/2757.

Surprisingly little research has explored the role of grit in consumer psychology. My dissertation addresses this gap by examining how grit influences consumer psychology, particularly focusing on uncovering the underlying mechanism between grit and consumer behaviors and exploring beliefs and attitudes on grit. Toward this goal, Essay 1 identifies the links between grit, a promotion regulatory focus, and variety seeking, while Essay 2 explores the role of consumers' political ideology on each facet of grit and moral consumer choices. In Essay 1, I propose that grit influences variety seeking, partially explained through a promotion regulatory focus. Three pilot studies, a main effects field study, and four experiments are used to empirically support links from grit to increased variety seeking, mediated by a promotion focus, and moderated by goal relevance. Essay 2 focuses on the influence of political ideology on grittiness. Multiple studies are used to test the proposed framework using various designs (surveys and experiments) and analysis techniques (e.g., SEM, ANOVA, and PROCESS), finding that unique types of grit, relative to consumers' political ideology, can significantly enhance or diminish intentions to make moral consumer choices. Together, this dissertation examines the important construct of grit in marketing and extends the current understanding of grit (e.g., dimensionality; promotion-focus). The essays offer robust evidence through field studies, consequential decisions, and various samples.

The purpose of this research was to better understand consumer knowledge, its constituents, antecedents and consequences or implications for other consumer behaviours so as to assist wine marketers and marketers of other information-intensive products with their marketing strategy development.  Wine is a complex product difficult for consumers to evaluate particularly prior to purchase but it is also a difficult product for marketers.  Wine has a very large number of both intrinsic and extrinsic attributes.  As a result of the numerous attributes and the multitude of combinations of these attributes there is a plethora of wine brands available making for a highly competitive industry and a complicated product for consumers.    Consumer knowledge affects all aspects of consumer purchasing behaviour and is thus an important phenomenon for marketers to research and understand.  Consumer knowledge also affects all aspects of the marketing strategy developed to satisfy target segments.  Marketing decision makers need to understand consumers to be able to analyze and profile segments, choose target markets and develop marketing strategies that will best align with those target markets.  Calls particularly for better understanding of different segments within the wine market provide justification for this research. The research problem was divided into three components: Consumer wine knowledge constituents, Antecedents of consumer wine knowledge and the Implications of consumer wine knowledge.  The latter component of the research problem explored the implications of consumer wine knowledge for segmentation, as well as the relationships between consumer wine knowledge and exploratory purchasing behaviour, variety-seeking behaviour and opinion leadership and opinion-seeking behaviours.  This study provides evidence of the existence of two distinct constituents of consumer knowledge i.e. what consumers know (objective knowledge) and what they think they know (subjective knowledge) and these constituents in the context of wine are significantly related.  However it is also clear that these constituents are significantly different, with different antecedents and implications for other consumer behaviours.  This study provides a visual depiction of a simplistic nomological map developed for the construct of consumer knowledge based on the studies reported in this thesis in the context of an information-intensive product such as wine.  Objective knowledge is largely driven by demographic antecedents, specifically age, gender and education while subjective knowledge is mostly driven by, or affected by consumption.  On the implications side of the map, objective knowledge significantly positively correlates with exploratory acquisition, and opinion leadership while subjective knowledge is positively related to opinion leadership and negatively to opinion-seeking behaviours.  Theoretical implications as well as recommendations for wine marketers and researchers are provided. / <p>QC 20151217</p>

Zugl.: Giessen, University, Diss., 2006.

The world today faces many challenges in terms of sustainability and how the world will be able to continue to meet demands of future generations. Sustainability aspects are considered by customers and organizations to a greater extent today than ever before. Businesses need to find new ways forward to encourage sustainable consumption to be able to exist in the future. The increasing amount of food waste represents one of many sustainability challenges and is a stated problem in developed countries. In Sweden, the households stand for the biggest amount of food waste along the entire supply chain. Producing something that is later wasted is an inefficient use of resources. This study aims to identify barriers for consumers to act pro-environmentally when consuming products of low involvement and find ways for the industry to overcome them. The thesis is commissioned for a large bread company in Sweden, who is in the starting blocks of start selling frozen bread, something that is not done to a great extent today. Frozen bread is a more environmentally sustainable alternative than substitute products and it will serve as the low-involvement product in focus of this study. The theoretical framework is built on theories regarding consumer decision-making, consumer behavior, sustainability and sustainable consumption. Through in-store observations of customers accompanied by follow-up interviews, a solid amount of data was gathered which allowed the authors to address the gap between intentions and behavior. Semi-structured interviews with the manager of the grocery store and the commissioned company give insights to the industry perspective of sustainability and consumer behavior. The empirical findings are presented from each data collection instance and are later analyzed and discussed with regard to four sub-purposes and the theoretical framework. The results have shown that existing barriers relate to customers’ habits, inertia, attitudes and lack of knowledge. The industry has the opportunity to bring forward sustainable products without tradeoffs, to create a win-win situation. By appealing to the customers’ hedonic needs and informing them about environmental benefits it is possible to influence customer norms to achieve a pro-environmental behavioral change.