This study proposed a new variety-seeking (avoidance) model—a dynamic choice model based on the concepts of variety seeking (avoidance) and the hierarchical elimination process—to analyze consumers' dynamic brand-switching behavior. The model presented in this study was shown to be theoretically superior to existing variety-seeking (avoidance) models that embody the IIA (Independence of Irrelevant Alternatives) property, in that it can avoid the IIA property by utilizing the consumer's choice process of hierarchical elimination. For practical application of the model, a two-stage estimation procedure was proposed, and the model's application was attempted using an aggregate brand-switching matrix.