Relationship between Optimum Stimulation Level and Exploratory Tendencies - A Critical Review of Literature

Abstract

Purpose: The present paper focuses on the relationship between Optimum stimulation level and exploratory tendencies. The main objective of the paper is to analyze the relationship between Optimum Stimulation Level and Exploratory Tendencies- Risk Taking, Innovative Behavior, Variety Seeking and Curiosity- motivated behavior. Design/methodology/approach: A review of available literature was done in order to understand the relationship between Optimum Stimulation Level and Exploratory Tendencies- Risk Taking, Innovative Behavior, Variety Seeking and Curiosity- motivated behavior. Findings: The findings of the paper implicitly point out that Optimum Stimulation Level systematically influences consumer behaviors with strong exploratory tendencies as each type of exploratory behavior provides the consumer with a means of increasing stimulation. To conclude research supports the basic proposition that Optimum Stimulation Level has a positive impact on exploratory consumer behavior. Originality/value: Based on literature review of 22 empirical articles, the paper makes Managerial implications that the basic motivations underlying these exploratory responses seem to be risk taking, variety seeking and curiosity motivated behavior. Also the relationships between Optimum Stimulation Level and the exploratory tendencies show that certain types of behavior are more closely related to stimulation needs. The results suggest that individuals with high Optimum Stimulation Level and low Optimum Stimulation Level differ most with respect to risk taking and innovativeness. They also differ somewhat in brand switching and repetitive behavior proneness while they differ the least in exploration involving information seeking, shopping and interpersonal communication. The studies conducted to show the relationship between Optimum Stimulation Level and exploratory tendencies have significant impact on the Emerging Consumer Markets. The studies show that relationships of Optimum Stimulation Level with values indicate that it is essentially an individualistic construct. Consumer’s exploratory tendencies are important determinants of many consumer behaviors and should therefore be of significant interest to consumer researchers. There have been many theories in psychology which suggests that a person engages in exploratory behavior due to his or her Optimum Stimulation Level.