This research marries scanner panel choice data of consumers in single member households to their survey-based perception data and draws upon behavioral and modeling research to contribute to the variety seeking literature. It presents a new consumer-based measure of choice variety based on...

Four studies, using chronic and situational self-construal, supported the proposition that individualists (collectivists) focus on within-category richness (between-category differentiation). Collectivists judged paired products as less similar than individualists did, but only at the higher...