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).

Response format

5-point Likert (1=strongly disagree to 5=strongly agree); two subscales (EAP and EIS) scored separately; each subscale averaged

Scale items

Exploratory Acquisition of Products — EAP (8 items): behavioural tendency to purchase novel products, try new brands, and seek variety in actual buying. 5-point Likert. Items averaged.

• I often buy new brands just to see what they are like.
• When I go shopping, I make it a point to visit stores I am not familiar with.
• I like to buy new products before most of my friends do.
• I like to buy a new brand of a product just to see if it is better than my usual brand.
• Even if I am satisfied with a brand, I often try another brand just for variety.
• I frequently change brands in categories where I usually shop.
• I am curious about new products that have just entered the market.
• I often try new products or services that I know little about.

Exploratory Information Seeking — EIS (8 items): motivational tendency to seek product information for intrinsic curiosity and stimulation. 5-point Likert. Items averaged.

• I like to go window-shopping even if I don't plan to buy anything.
• I read advertisements just for the fun of reading them.
• I browse product catalogues just to get general information.
• I like to look at new products even when I don't need them.
• I enjoy looking through store displays just to see what is new.
• I like to compare different brands just to learn more about them.
• I often read consumer magazines just for the pleasure of learning about new products.
• I enjoy learning about products and brands, even when I have no intention of buying.

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

Usage notes & scoring

EAP and EIS are theoretically and empirically distinct; report and test them separately. EAP is more strongly predicted by OSL and predicts actual novelty-seeking in purchasing; EIS is more strongly related to advertising engagement and elaboration. Use together with CSI or AST as antecedents.

Recommended companion scales

Citation

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

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