Key personal inputs to decision-making processes reside in expectations about whether a purchase will make one feel better. Integrating several theoretical reflections, this study seeks to probe into internally and externally motivated factors that impact the variety-seeking intentions of customers in restaurants. Data were collected from 243 restaurant customers by using a convenience sampling technique. A self-administrated questionnaire based on well-established sales was used to collect data. Data were analyzed by adopting a series of data analysis tools, for instance, descriptive, correlation, and structural equation modeling. Results favor the proposed theoretical paths and establish that internal and external motivated factors significantly contribute to developing variety-seeking intentions. Furthermore, from the results, personality is a significant moderator between motivation (internal and external) and variety-seeking intentions. This study provides useful academic and managerial implications to understand better factors influencing intentions to seek variety.

Keywords: Variety seeking behavior, satisfaction, perceived value, available alternatives, sales promotions, personality, the optimal stimulation level