Understanding why shoppers seek variety, reveals key behavioral insights that can be leveraged in-store. To drive in-store trial of new products, it helps to understand what influences a discovery mindset for shoppers. We have found that there are 3 main influences on why shoppers seek out variety. These include:
- Pleasure – we derive greater pleasure from trying something new instead of choosing the same old thing. Variety is the spice of life.
- Social – we will be viewed more favorably by others by seeking out variety. Our peers will hold us in higher regard if they see we like to try new things.
- Freedom and Control – seeking out variety is an expression of our sense of freedom and personal control. It feels good to exercise our freedom.