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The Role of Optimum Stimulation Level in Exploratory Consumer Behavior

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  • Steenkamp, Jan-Benedict E M
  • Baumgartner, Hans
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    Abstract

    This study examines the role of optimum stimulation level (SOL) in exploratory consumer behavior. The concept of SOL and its measurement are discussed, and the literature on exploratory consumer tendencies and their relationship with SOL is reviewed. Hypotheses are developed concerning the relationship between SOL and cognitive responses to ads, ad repetition, information search, variety seeking, decision making under risk, gambling, and innovative behavior, and these hypotheses are investigated in a series of experiments. Four well-known instruments are used to measure people's characteristic preference for stimulation, and SOL is operationally as a weighted composite of a person's score on these scales. The results of the study indicate that consumers' SOL is systematically related to curiosity-motivated consumer behaviors, variety seeking, and risk taking. Copyright 1992 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 19 (1992)
    Issue (Month): 3 (December)
    Pages: 434-48

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    Handle: RePEc:ucp:jconrs:v:19:y:1992:i:3:p:434-48

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Harper Roehm & Michelle Roehm, 2004. "Variety-Seeking and Time of Day: Why Leader Brands Hope Young Adults Shop in the Afternoon, but Follower Brands Hope for Morning," Marketing Letters, Springer, vol. 15(4), pages 213-221, December.
    2. Özge Sýðýrcý & A. Müge Yalçýn, 2010. "Factors Affecting Consumer Evaluations Of Brand Extensions," Bogazici Journal of Economics and Administrative Sciences, Bogazici University, Department of Economics, vol. 24(1+2), pages 67-90.
    3. Vandecasteele, Bert & Geuens, Maggie, 2009. "Revising the myth of gay consumer innovativeness," Journal of Business Research, Elsevier, vol. 62(1), pages 134-144, January.
    4. Bartels, Jos & Reinders, Machiel J., 2011. "Consumer innovativeness and its correlates: A propositional inventory for future research," Journal of Business Research, Elsevier, vol. 64(6), pages 601-609, June.
    5. Luomala, Harri T. & Laaksonen, Martti, 1997. "Mood-regulatory self-gifts: Development of a conceptual framework," Journal of Economic Psychology, Elsevier, vol. 18(4), pages 407-434, June.
    6. Baas, Tjerk H. & van Raaij, W. Fred, 2010. "'Familiar or risky': The Asperger syndrome affects exploratory consumer behaviour," Journal of Economic Psychology, Elsevier, vol. 31(3), pages 471-477, June.
    7. Mowen, John C. & Fang, Xiang & Scott, Kristin, 2009. "A hierarchical model approach for identifying the trait antecedents of general gambling propensity and of four gambling-related genres," Journal of Business Research, Elsevier, vol. 62(12), pages 1262-1268, December.
    8. Cox, Anthony D. & Cox, Dena & Anderson, Ronald D., 2005. "Reassessing the pleasures of store shopping," Journal of Business Research, Elsevier, vol. 58(3), pages 250-259, March.
    9. Sharma, Piyush & Sivakumaran, Bharadhwaj & Marshall, Roger, 2010. "Impulse buying and variety seeking: A trait-correlates perspective," Journal of Business Research, Elsevier, vol. 63(3), pages 276-283, March.
    10. Yin-Hui Cheng & Shin-Shin Chang & Shih-Chieh Chuang & Ming-Wei Yu, 2012. "The impact of purchase quantity on the compromise effect: The balance heuristic," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 7(4), pages 499-512, July.
    11. Valentyna Melnyk & Stijn Osselaer, 2012. "Make me special: Gender differences in consumers’ responses to loyalty programs," Marketing Letters, Springer, vol. 23(3), pages 545-559, September.
    12. Desai, Kalpesh Kaushik & Trivedi, Minakshi, 2014. "Do consumer perceptions matter in measuring choice variety and variety seeking?," Journal of Business Research, Elsevier, vol. 67(1), pages 2786-2792.
    13. Roland Helm & Sebastian Landschulze, 2009. "Optimal stimulation level theory, exploratory consumer behaviour and product adoption: an analysis of underlying structures across product categories," Review of Managerial Science, Springer, vol. 3(1), pages 41-73, March.
    14. Wu, Pei-Hsun & Kao, Danny Tengti, 2011. "Goal orientation and variety seeking behavior: The role of decision task," Journal of Economic Psychology, Elsevier, vol. 32(1), pages 65-72, February.
    15. Etienne Bressoud, 2007. "La prédisposition a la recherche d'expériences comme caractéristique individuelle : un élément de la complémentarité entre théorie classique et approche expérientielle," Post-Print halshs-00305747, HAL.
    16. Jurca Maria Alina & Plăiaș Ioan, 2013. "Schema Congruity - A Basis For Evaluating Ambient Advertising Effectiveness," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1765-1774, July.
    17. Richard, Marie-Odile & Chandra, Ramdas, 2005. "A model of consumer web navigational behavior: conceptual development and application," Journal of Business Research, Elsevier, vol. 58(8), pages 1019-1029, August.

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