Exploratory Behavior: a Portuguese and British Study

Ana Maria Soares, University of Minho, Portugal
Aviv Shoham, Universities of Haifa, Israel and Ljubljana, Slovenia
Minoo Farhangmehr, University of Minho, Portugal
Ayalla Rubio, University of Haifa, Israel
Exploratory Behavior (EB) designates behavior aimed at modifying environmental stimulation. It has been used to explain a diversity of consumer behaviors carried out with the objective of searching for variety and diversity across numerous products and situations (Baumgartner and Steenkamp, 1996; Raju, 1980). Despite its potential relevance, research on EB across cultures is lacking. In this paper, the concept of EB is reviewed and a nomological model of antecedent and outcome variables is proposed. Results from a cross-cultural empirical study mostly substantiate the hypotheses based on the proposed model.
[ to cite ]:
Ana Maria Soares, Aviv Shoham, Minoo Farhangmehr, and Ayalla Rubio (2008) ,"Exploratory Behavior: a Portuguese and British Study", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 675-677.