Change Seeking Index — Short Form

What it measures

The CSI Short Form adapts Garlington and Shimota's (1964) original 95-item Change Seeking Index for consumer behaviour research. Steenkamp and Baumgartner (1994) extracted 16 items most predictive of exploratory consumer behaviour using item discrimination and content validity criteria. CSI scores predict innovativeness, exploratory information seeking, variety seeking in brand choice, and susceptibility to novelty-based advertising appeals. The true-false format distinguishes the CSI from Likert-format OSL measures and can reduce socially desirable responding. Widely used in cross-cultural studies of consumer innovativeness.

Representative items

• I would like a job that requires me to be in different places and is never routine. (T)
• I prefer to follow a schedule rather than be spontaneous. (F)
• I find that a well-ordered life with regular hours is best for me. (F)
• I like change and variety more than I like order and routine.

Citation

Steenkamp, J.B.E.M., & Baumgartner, H. (1994). The role of optimum stimulation level in exploratory consumer behavior. Journal of Consumer Research, 21(2), 434–448.