Variety Seeking Tendency Scale

What it measures

Measures the tendency to seek variety in consumption choices — switching between alternatives not because of dissatisfaction but for the sake of change and stimulation. Variety-seeking behaviour is a major driver of brand switching and is particularly strong in low-involvement, frequently purchased product categories (snacks, beverages, personal care). Distinct from innovativeness (which concerns new products) and involvement (which concerns importance).

Representative items

• I often vary my choices among [product category] brands just for the sake of variety.
• I enjoy trying different brands of [product category].
• In [product category], I typically buy the same brand each time. (R)
• I am the type who tries different brands of [product category] rather than sticking to one brand.
• Switching around among different brands of [product category] is fun for me.

Citation

Van Trijp, H.C.M., Hoyer, W.D., & Inman, J.J. (1996). Why switch? Product category–level explanations for true variety-seeking behavior. Journal of Marketing Research, 33(3), 281–292.