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).

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

• I get bored with [product category] if I buy the same brand all the time.
• I switch brands mostly for a change of pace.
• I enjoy trying different brands of [product category] just to see which I like best.
• I switch among brands of [product category] just for variety.
• I like to try new brands.
• Even if I like a brand, I still like to try other brands just to see what they're like.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Adapt [product category] to the relevant category. (R)=reverse-scored. Score = mean. Higher = more variety-seeking. Strong predictor of brand switching and private label trial in FMCG categories. Moderated by category familiarity, hedonic value, and optimal stimulation level. Related to the Optimal Stimulation Level (OSL) personality construct.

Recommended companion scales

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.

Keywords