Consumer Behavior Research in Emerging Consumer Markets: The Case of the Optimum Stimulation Level in South Africa

More than two-thirds of the world's consumers live in emerging consumer markets and transitional economies (ECMs). A fuller understanding of consumer behavior and further advancement of consumer research as an academic discipline require that the validity of theories and models of consumer behavior developed in the Western cultural context be examined in ECMs as well. In this paper, we examine the measurement invariance and nomological relations involving OSL in one of Africa's most important ECMs - South Africa. Our research setting presents an especially stringent context for testing consumer behavior theories. Many respondents are challenged severely economically and educationally, many have probably never had a job and some are illiterate. Nevertheless, the results provide evidence on the cross-cultural generalizability of OSL and exploratory consumer behavior theory. We found a high degree of stability in the OSL structure across these four major ethnic groups in South Africa. Meaningful and theoretically predictable nomological relations are obtained with values, sociodemographics, and exploratory consumer behavior. Suggestions for future research on OSL and for consumer behavior research in general in ECMs are discussed.