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Optimal stimulation level theory, exploratory consumer behaviour and product adoption: an analysis of underlying structures across product categories

Helm, Roland ; Landschulze, Sebastian


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 ...


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