Abstract
Most research in marketing and consumer behavior is focused on inexpensive products and customer loyalty, rather than on experience-centric services and variety-seeking behavior. This paper aims to address that gap by focusing on what drives European consumers’ variety-seeking vacation behavior. Europeans maximize their utility (happiness) through leisure (Okulics-Kozaryn, 2011). It is therefore reasonable to assume that rewards drive variety-seeking vacation-behavior in Europe. The proposed and tested model integrates neuro-research with research in marketing to provide new ways of thinking about the variety-seeking phenomenon.
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