Exploratory Behavior: a Portuguese and British Study

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.


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.


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


NA - Advances in Consumer Research Volume 35 | 2008

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