Abstract:

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