ABSTRACT
Exploratory behavior has a long tradition in the psychology literature. The concept of the optimum stimulation level (OLS) was simultaneously introduced by two psychologist researchers: Donald Olding Hebb (1955) and Clarence Leuba (1955). OLS assumes that each individual has a certain need for stimulation. The optimum level is the stimulation level that is preferred and adjusted through increasing and decreasing the stimulation level, respectively, in order to balance the discrepancy to the optimum. This behavior of modifying the level of stimulation is termed as “exploratory behavior” (Raju, 1980). Basically, the concept of exploratory behavior supports the understanding of the effects of stimulus repetition, response to stimulus characteristics (e.g., novelty), individual differences in exploratory behavior, and information-search behavior of consumers. Raju (1980: 27879) tried to classify the basic motivation underlying exploratory consumer behavior and differentiates seven types of exploratory behavior:
Innovativeness• : “the eagerness to buy or know about new products/ services”; Risk taking• : “a preference for taking risks or being adventurous”; Interpersonal communication• : “communicating with friends about purchases”; Information seeking• : “interest in knowing about various products and brands mainly out of curiosity”; Exploration through shopping• : “a preference for shopping and investigating brands”; Brand switching• : “switching brands primarily for change or variety”; Repetitive behavior proneness• : “the tendency to stick with the same response over time.”
