Helm, Roland and Landschulze, Sebastian (2009) Optimal stimulation level theory, exploratory consumer behaviour and product adoption: an analysis of underlying structures across product categories. Review of managerial science 3 (1), pp. 41-73.
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Research of the last decades focused on answering several questions in view of optimum stimulation theory. Which variables do influence general explorative tendencies such as risk taking, variety seeking, or curiosity-motivated behaviour and how do the general explorative tendencies effect the willingness to choose new or familiar products on a repurchase occasion? The approach of this research is the attempt to analyse a wide range of variables, which have successfully been tested to influence innovative behaviour, within one simultaneous model. This research is applied across different product-categories. It is confirming the nomological validity of OSL-theory including some contextual variables by attesting a principal consistency between all (six) models that have been established throughout the range of several examined product categories. The parameters between inherent factors do not contradict when comparing the single models with each other, parameter values do only differ slightly according to category-specific peculiarities. As a consequence of these results, an overall fairly good picture is drawn of what is behind the keenness for innovations of early adopters in general (regardless of the product category).
|Institutions:||Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre > Lehrstuhl für Betriebswirtschaft, insbesondere Strategisches Industriegütermarketing (Prof. Dr. Roland Helm)|
|Keywords:||Optimal stimulation theory - Consumer behaviour - Exploratory consumer behaviour - Adoption - New products|
|Subjects:||300 Social sciences > 330 Economics|
|Refereed:||Yes, this version has been refereed|
|Created at the University of Regensburg:||Unknown|
|Deposited On:||18 Nov 2010 11:13|
|Last Modified:||15 Jul 2011 12:26|
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