Does variety seeking vary between hedonic and utilitarian products? The role of attribute type

Baltas, George; Kokkinaki, Flora; Loukopoulou, Apostolia

doi:10.1002/cb.1649

Cited by 115Consumer Market Behavior and PricingConsumer Retail Behavior StudiesConsumer Behavior and Marketing Influence

Does variety seeking vary between hedonic and utilitarian products? The role of attribute type

Baltas, George, Kokkinaki, Flora, Loukopoulou, Apostolia·2017·Journal of Consumer Behaviour

DOI 10.1002/cb.1649

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Abstract

Abstract The purpose of this paper is to consider attributes that stimulate variety seeking in hedonic and utilitarian product categories and examine the interaction of product category and attribute type on variety‐seeking behaviour. The results of 3 studies indicate that in hedonic product categories, consumers seek more variety in sensory attributes, whereas in utilitarian product categories, they seek more variety in functional attributes. This interaction effect is explained by the fact that the satiation rates of sensory and functional attributes depend on the nature of the product category. In product categories, which are not clearly hedonic or utilitarian, this interaction effect is not evident. The theoretical and practical implications of the findings are discussed.

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In the area of food, consumers demand variety in their diet for hedonic and utilitarian reasons.
“In the area of food, consumers demand variety in their diet for hedonic and utilitarian reasons (Baltas, Kokkinaki, & Loukopoulou, 2017).”
From Relationships between functional food consumption and individual traits and values: A segmentation approach (2021) · cites this paper as Baltas et al., 2017

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Authors: Baltas, G., Kokkinaki, F., & Loukopoulou, A.
Affiliations: Athens University of Economics and Business (GR)
Department of Marketing and Communication Athens University of Economics and Business 76, Patission Str. /GR10434 Athens Greece
ORCID: Baltas, George
Kokkinaki, Flora
Loukopoulou, Apostolia
Venue: Journal of Consumer Behaviour
Publisher: Wiley
Published: 2017-03-28
Volume: 16
Issue: 6
ISSN: 1472-0817 (ISSN-L)
1479-1838
DOI: 10.1002/cb.1649
OpenAlex: W2602193642
Cited by: 115
References: 67
Citations by year: 2026: 13 · 2025: 16 · 2024: 20 · 2023: 10 · 2022: 19 · 2021: 11 · 2020: 12 · 2019: 6 · 2018: 6 · 2017: 1 · 2016: 1
FWCI: 12.36
Type: journal article
Language: en
Open access: closed
Licence: onlinelibrary.wiley.com/termsAndConditions#vor (vor)
Locations: Journal of Consumer Behaviour (publishedVersion)
Funders: State Scholarships Foundation
Topics: Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords: variety seeking, hedonic products, utilitarian products, product attributes, sensory properties, functional properties, product categories, consumer behavior

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Does variety seeking vary between hedonic and utilitarian products? The role of attribute type

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