The effect of variety seeking behaviour
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Sarigollu, Emine ;Schmittlein, David C.
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Article
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1996
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John Wiley and Sons
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English
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In this paper we develop a stochastic (first order Markovian) consumer choice model that represents variety seeking behaviour and we investigate the practical implications of this model for optimal product positioning relative to a zero order model that does not incorporate variety seeking. We show