Essays on variety -seeking and its link with consideration sets and order of entry effect

This dissertation comprises two essays on variety seeking. The first essay deals with consideration sets under conditions conducive to variety seeking while the second deals with order of entry under the same conditions. In the first essay, we posit that consideration sets would be larger and more dynamic under conditions conducive to variety seeking, relative to conditions not conducive to variety seeking. Conditions conducive to variety seeking include high conduciveness of product category to variety seeking, high hedonic features and high need for stimulation. After analyzing data from three experiments that we conducted, we found that consideration sets were larger and more dynamic when the above conditions were present, relative to when they were absent. We also found that consideration set composition fully mediated the effect of the determinants of variety seeking on variety seeking itself. Managerially, our research suggests different strategies for dominant and non-dominant brands. From a theoretical viewpoint, we study variety seeking at the consideration set level.;In the second essay, we posit that under conditions conducive to variety seeking, later brands would be considered and chosen to a greater extent, relative to conditions not conducive to variety seeking. Conditions conducive to variety seeking include high conduciveness of product category to variety seeking, low involvement, high hedonic features and high need for stimulation. After analyzing data from three experiments that we conducted, we found that as hypothesized, later brands were considered and chosen to a greater extent under the above conditions. We found that variety seeking behavior moderated the effect of order of entry on consideration and choice. Managerially, our research offers fresh insights into entry strategies and suggests mechanisms by which late movers may possibly overcome their handicap (of being late). From a theoretical viewpoint, we add to the order of entry literature by studying the role of a new construct, variety seeking.