Optimum Stimulation Level: Its Relationship to Personality, Demographics, and Exploratory Behavior

Raju, P. S.

doi:10.1086/208815

Cited by 781 publications

(735 citation statements)

References 27 publications

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“…For example, two ski resorts may have different scenic views in addition to different overall qualities, but the skiers care much more about quality and seeing a variety of views than about looking at one view versus the other. This conceptualization of variety seeking is consistent with the conceptualization of the need for trying new experiences to combat boredom or to satisfy curiosity; see Faison (1977) or Raju (1980).…”

Section: Modelsupporting

confidence: 70%

“…A rich literature documents variety-seeking behavior and examines its antecedents (Givon 1984, McAlister and Pessemier 1982, Kahn et al 1986, McAlister 1982. In the experience-good settings we consider, consumers seek variety because varied experiences provide stimulation and reduce boredom (Faison 1977), satisfy innate human curiosity (Raju 1980), and improve retrospective evaluation of the bundled multiple experiences (Ratner et al 1999). Note that consumers do not tire of one quality level and want to experience another.…”

Section: Introductionmentioning

confidence: 99%

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Vertical Differentiation with Variety-Seeking Consumers

Zeithammer

Thomadsen

2013

Management Science

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W e analyze price and quality competition in a vertically differentiated duopoly in which consumers have a preference for variety. The preference for variety is a consequence of diminishing marginal utility for repeated experiences with the same product. We find consumer variety seeking can either soften or intensify price competition, depending on the difference in firm qualities and the strength of consumer preference for variety. When the qualities are similar (or the consumer preference for variety is strong), prices and profits are higher than would be obtained in the absence of variety seeking. On the other hand, if qualities differ enough (or the preference for variety is weak), stronger preferences for variety are associated with more intense price competition and lower profits. When firms set their qualities before competing on price and the range of feasible qualities is restricted such that variety seeking softens competition, competing firms choose to minimally differentiate themselves from each other. The preference for variety can drive the firms to offer multiunit discounts, and the greater price flexibility from these discounts does not necessarily reduce profits relative to simple unit pricing.

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Section: Modelsupporting

confidence: 70%

Section: Introductionmentioning

confidence: 99%

Vertical Differentiation with Variety-Seeking Consumers

Zeithammer

Thomadsen

2013

Management Science

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“…commonplace situation while individuals having high optimum stimulation level can easily have negative feelings in a steady and usual environment since they have higher propensity to discover latest inducement to fulfil their demand on stimulations [32]- [33]. In addition, new experiences tends to be accepted straightforwardly by group having high optimum stimulation level [34]- [35] and thus they are more engaging and willing to check out new products, services and brands [33], [36].…”

Section: International Journal Of Trade Economics and Finance Vol mentioning

confidence: 99%

“…In addition, new experiences tends to be accepted straightforwardly by group having high optimum stimulation level [34]- [35] and thus they are more engaging and willing to check out new products, services and brands [33], [36]. Accordingly, individuals with high optimum stimulation level are likely to have indulgence in impulse buying.…”

Section: International Journal Of Trade Economics and Finance Vol mentioning

confidence: 99%

Factors Affecting Impulse Buying toward Fashion Products in Ho Chi Minh City — A Mediation Analysis of Hedonic Purchase

Khương¹,

Tran²

2015

IJTEF

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Abstract-This research aimed to explore the direct and indirect effects of consumer's intrinsic variables on the impulse buying of customers toward fashion products in Ho Chi Minh City, Vietnam. Guided by impulse buying literature and previous research studies, the theoretical framework and hypotheses were developed to examine whether consumer behaviors including consumer's need for uniqueness, consumer self-spending control, novelty-fashion consciousness and optimum stimulation level affected hedonic purchase which, in turn, influenced the impulse buying characteristic. Data were collected by using a structure questionnaire from 355 respondents in four most famous fashion malls in Ho Chi Minh City. Multiple Regressions and Path analysis were applied as main methods to test the hypotheses of the study. As a result, this study found direct impacts of consumer's need for uniqueness and optimum stimulation level on impulse buying while hedonic purchase did moderate the effects of consumer self-spending control and novelty-fashion consciousness on impulse buying behavior. The results from this paper would be applied for both overseas and local fashion brands/retails to implement and turn into practical marketing activities to attract more impulse buyers.Index Terms-Impulse buying, indirect effects, hedonic purchase, intrinsic variables, fashion products.

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“…If each consumer knows his or her preference precisely in a product category and chooses the same option repeatedly, "more variety in [the] product line will make it more likely that each consumer finds exactly the option he or she desires" (Kahn 1998b, p. 46). Alternatively, when consumers make different choices over time, especially in lowinvolvement, low-risk product categories, they may seek variety to meet their intrinsic drive for stimulation (Raju 1980) or satisfy their curiosity about novel things (Hirschman 1980). In both scenarios, greater product variety can increase customer satisfaction and loyalty.…”

Section: Prior Literaturementioning

confidence: 99%

Managing Product Variety and Collocation in a Competitive Environment: An Empirical Investigation of Consumer Electronics Retailing

Ren

et al. 2011

Management Science

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Product variety is an important strategic tool that firms can use to attract customers and respond to competition. This study focuses on the retail industry and investigates how stores manage their product variety, contingent on the presence of competition and their actual distance from rivals.Using a unique data set that contains all Best Buy and Circuit City stores in the United States, the authors find that a store's product variety (i.e., number of stock-keeping units) increases if a rival store exists in its market but, in the presence of such competition, decreases when the rival store is collocated (within one mile of the focal store). Moreover, collocated rival stores tend to differentiate themselves by overlapping less in product range than do non-collocated rivals. This smaller and more differentiated product variety may be due to coordinated interactions between collocated stores. In summary, this article presents evidence of both coordination and competition in retailers' use of product variety.

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Optimum Stimulation Level: Its Relationship to Personality, Demographics, and Exploratory Behavior

Cited by 781 publications

References 27 publications

Vertical Differentiation with Variety-Seeking Consumers

Vertical Differentiation with Variety-Seeking Consumers

Factors Affecting Impulse Buying toward Fashion Products in Ho Chi Minh City — A Mediation Analysis of Hedonic Purchase

Managing Product Variety and Collocation in a Competitive Environment: An Empirical Investigation of Consumer Electronics Retailing

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