Abstract

Cultural variety in perception to diversity addresses a marketing instrument for which substantial cultural
disparity to be expected. Consumers’ perceptions of variety differ from the actual variety provided by a
manufacturer or trader. Literature indicates that consumers’ benefits and cost of perceive variety differ
methodically across cultures. Self-sufficient consumers in idiosyncratic cultures place a quality on choice, on
variety seeking and on personal sovereignty. Current cultural theory suggests that they also stumble upon greater
cognitive and touching costs than individuals in collectivistic cultures when eventually choosing. The objective
of this paper is to point out specific implications. First, theories on variety awareness and variety seeking are
discussed in order to highlight consumers’ benefits of variety. Second, theories of behavioral decision-making
are reflected and consumers’ costs of variety are illuminated. Third, theories and results of cultural psychology
are reviewed with regard to fundamental psychological processes about consumers’ reaction to variety.

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