Journal of Marketing Science

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The Impact of Customer Creativity on Variety Seeking in the Context of Composite Need

Wu Jintao, Chen Junsong, Dou Wenyu   

  1. Wu Jintao, Lingnan College, Sun Yat-Sen University;
    Chen Junsong, China Europe International Business School;
    Dou Wenyu, College of Business, City University of Hong Kong.
  • Online:2012-09-01 Published:2013-03-26


Composite need is apt to evoke decision-makers’ variety seeking (VS) because of diversification of multi-users’ desire and social pressure, but customer creativity can inhibit it to some extent. Based on experimental research, this paper find this inhibition effect derives from two sources. One is that the stimulation delivered by VS among fixed brand portfolio to satisfy the composite need is inadequate to achieve the elevated level demanded by creative engagement. The other is positive brand attitude and integrated scope of attention activated by creative engagement draw customers focus on parity of competitive brands and make them more loyal to involved brand in the creative game.

Key words: Customer creativity, Variety Seeking, Optimum Stimulation Level, Composite Need