Arousal Seeking Tendency Scale

What it measures

The AST is a foundational optimum stimulation level (OSL) measure developed within Mehrabian and Russell's (1974) PAD environmental psychology framework. The AST operationalises OSL as a stable individual difference trait reflecting the extent to which a person habitually seeks out arousing, complex, novel, and stimulating environments. Mehrabian and Russell proposed that individuals possess an ideal level of environmental arousal and that behaviour is motivated to maintain this level. In consumer behaviour, AST scores predict novelty seeking, innovativeness, variety-seeking, exploratory shopping, and sensitivity to novel advertising. High-AST consumers are more likely to be early adopters and switch brands for variety. Reviewed alongside CSI, ETCBS, and EBBT in Steenkamp and Baumgartner (1992) comparative OSL assessment.

Representative items

• I like to have a lot of stimulation and excitement in my life.
• I would prefer environments that are quiet and serene over those that are lively and noisy. (R)
• I am continually seeking new ideas and experiences.
• I like unpredictable situations.

Citation

Mehrabian, A., & Russell, J.A. (1974). An approach to environmental psychology. MIT Press.