Exploratory Buying Behaviour Tendencies Scale

What it measures

The EBBT operationalises exploratory consumer behaviour in the marketplace as two theoretically distinct purchasing-specific tendencies. Baumgartner and Steenkamp (1996) distinguished Exploratory Acquisition of Products (EAP) — actual variety-seeking and novelty-purchasing behaviour (buying new brands for curiosity, switching for change, trying unknown products) — from Exploratory Information Seeking (EIS) — the tendency to actively seek product-related information for the pleasurable experience of acquiring knowledge. EAP is a behavioural tendency reflecting overt novelty-seeking; EIS is a motivational tendency reflecting curiosity-driven information processing. Validated cross-nationally (Belgium, Netherlands).

Representative items

• When I go to a store, I often try brands I have never bought before. (EAP)
• I like to try different brands just to add some variety to my purchasing. (EAP)
• I try to use my products in new ways, in ways they are not normally used. (EUP)
• I like to experiment with different ways of doing things. (EUP)
• Even though certain products are available, I try to find out about other products. (EAP)

Citation

Baumgartner, H., & Steenkamp, J.B.E.M. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. Journal of Marketing Research, 33(2), 121–132.