"Jason likes to drink a particular brand of soda and has been drinking that brand of soda for the last ten years. Lately, one of the newer brands has been gaining popularity and he wants to give that brand a try. In the context of marketing and consumer behavior, this phenomenon is referred to as _____."

Variety seeking buying behavior refers to consumer behavior wherein, a consumer seeks different kinds of goods and substitutes and prefers variety rather than sticking to one particular product.

Variety seeking consumers don't mind switching from one product to another since they tend to get bored quickly by consuming the same product time and again. Such consumers lack product loyalty and don't forge high involvement or association with any product.

Such behavior is prominent in case of products which don't have significant differences in the quality.

In the given case, Jason has been drinking a particular soda brand for a considerable length of time. Yet, when a new brand emerges and gains popularity, for no valid reason he wants to give it a try. This behavior is variety seeking behavior.