Kahn, Barbara E2023-05-222023-05-221995-07-012018-06-11https://repository.upenn.edu/handle/20.500.14332/39410Reflecting the importance of variety-seeking in consumer choice, there has been an explosion of research in the marketing literature on this topic in the past decade. The goal of this paper is to provide an integrative review of the key findings. In particular, a conceptual, integrating framework for understanding the reasons why consumers seek variety is presented. Within this context, the implications of this research for retail and service management are discussed as well as a review of the measurement tools and predictive models of variety-seeking that have been proposed in the last decade.Originally published in the Journal of Retailing and Consumer Services © 1995 Elsevier This is a pre-publication version. The final version is available at http://dx.doi.org/10.1016/0969-6989(95)00038-0variety-seekingchoice behaviorchoice modelsAdvertising and Promotion ManagementBehavioral EconomicsBusinessBusiness Administration, Management, and OperationsBusiness IntelligenceCognition and PerceptionCognitive PsychologyManagement Sciences and Quantitative MethodsMarketingReview