Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2019 Annual Conference


Variety Seeking Accelerates and Decelerates New Brand Adoption
(A2019-4055)

Published: May 28, 2019

AUTHORS

Ohjin Kwon, John Molson School of Business, Concordia University; SunAh Kim, John Molson School of Business, Concordia University; Tanya Singh, John Molson School of Business, Concordia University

KEYWORDS

New brand adoption; Variety seeking; Hazard model

ABSTRACT

We examine how consumers’ variety seeking behaviors can explain their propensity to adopt a new brand in the consumer packaged goods (CPG) market. Unlike previous survey-based studies that measured consumers’ personal traits or motivation to predict the likelihood of their new product adoption, we leverage consumers’ purchase history among extant brands prior to a new brand introduction as an indicator of new brand adoption upon its launch. We incorporate variety seeking at two product attribute levels – brand and flavor – and find that variety seeking along these two dimensions predicts different outcomes for new brand adoption. We estimated a discrete-time hazard model with the scanner panel data on potato chips purchases. The results show that the adoption likelihood of a new brand is positively correlated with consumers’ brand-level variety seeking behaviors, and negatively correlated with their flavor-level variety seeking behaviors prior to the new brand launch.