This study analyzes the effect of variety on consumer utility using historical behavioral information for 1,397 consumers participating in 729,049 unique rounds of play. We show that consumers generally exhibit a preference for variety as part of their gameplay utility. The relationship between variety and utility is nonlinear and follows, at least for some types of variety, an inverted u-shape as predicted by the Wundt curve. Our results represent the first such evidence on the importance of variety in video gaming, which has significant implications for consumption through optimization of gameplay utility to satisfy the demand for variety.
Bibliographical noteFunding Information:
This work was partially supported by the German Research Foundation (DFG) within the Collabora-tive Research Centre “On-The-Fly Computing” (SFB 901) and the Wharton Customer Analytics Initiative (WCAI).
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