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.

Response format

9-point Likert-type scale (–4=very strong disagreement to +4=very strong agreement); items averaged; higher scores = higher arousal seeking tendency

Scale items

• I like to have a lot of stimulation and excitement in my life.
• I would enjoy being in a quiet, restful setting. (R)
• I like to experience novelty and change in my daily routine.
• I prefer complex to simple problems.
• I would like to have the experience of being hypnotized.
• I prefer environments that are safe and predictable. (R)
• I find that routine is boring and I need variety.
• I like trying out new foods that I have never tasted before.
• I prefer friends who are exciting and unpredictable over those who are calm and consistent.
• I sometimes like to do things that are a little frightening.
• I would not enjoy a vacation to a calm, restful place.
• I like to explore new places, even unfamiliar or foreign ones.
• I get restless if I have to stay home for a long period.
• I enjoy getting into new situations where you can't predict how things will turn out.
• I prefer a job with variety to one with a set routine.
• I would like to take off on a trip with no pre-planned routes or timetables.
• I would prefer living in an ideal society where everyone is safe, secure, and happy. (R)
• I like to meet and talk with a variety of people.
• When I look at a painting, I am not particularly interested in its complexity. (R)
• I enjoy looking at the homes, gardens, and lives of others.
• I am continually seeking new ideas and experiences.
• I sometimes like to make impulsive decisions.
• I enjoy wild and frenzied parties.
• I like change and variety in my life.
• I find repetitive activities, such as watching the same television programs, boring.
• I like to listen to new and different kinds of music.
• I would prefer a more predictable world even if it meant I had to change some of my habits. (R)
• I like to take risks.
• I prefer calm, uncomplicated situations. (R)
• I like to be around people who are enthusiastic about life.
• I enjoy games and sports that involve a lot of activity.
• I like to experience the thrill of speed.
• I am interested in meeting and talking with strangers.
• I would enjoy being a test pilot.
• I enjoy the company of people who are lively and fun.
• I prefer a neat and orderly life. (R)
• I enjoy being in a crowd when it is lively and noisy.
• I get bored easily.
• I would like to explore strange and unfamiliar cities.
• I enjoy adventures that are somewhat dangerous.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Scoring: items on +/-4 scale; reverse-code negatively worded items before averaging. Different response format than most Likert scales — data entry should reflect the –4 to +4 range. For brevity, the CSI short form (Steenkamp & Baumgartner, 1994) or ETCBS subscales (Raju, 1980) are preferred. Distinct from Zuckerman's (1979) Sensation Seeking Scale which emphasises thrill and disinhibition.

Recommended companion scales

Citation

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

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