Exploratory Tendencies in Consumer Behavior Scales

What it measures

The ETCBS is the broadest multidimensional measure of exploratory consumer behaviour, developed from an OSL theoretical framework. Raju (1980) argued that OSL predicts a range of exploratory behaviours manifesting differently across consumer domains: exploratory information processing, purchasing, variety seeking, risk taking, and novelty orientation. The ETCBS measures seven distinct manifestations with separate subscales, enabling researchers to identify which specific form of exploratory behaviour is linked to personality, demographics, or situational variables. All seven subscales correlate positively with OSL. The ETCBS has been the reference instrument in comparative OSL measure reviews.

Response format

5-point Likert (1=strongly disagree to 5=strongly agree); seven subscales scored separately; subscale items averaged

Scale items

Repetitive Behavior Proneness — RBP (6 items): tendency to repeat familiar choices; reverse indicator of exploration. 5-point Likert. Reverse-code all items when interpreting OSL relationships.

• I always buy the same brands rather than trying something different.
• I like to shop in the same stores each time I go shopping.
• I eat the same types of food most of the time.
• I shop at the same stores and rarely try new ones.
• I buy the same brands even when new ones become available.
• I find it hard to change my usual buying habits.

Novelty-Fashion Consciousness — NFC (6 items): interest in new products, fashions, and keeping up with trends. 5-point Likert. Items averaged.

• I am among the first to try a new brand when it comes out.
• I keep up with changes in fashion and style.
• I am often among the first in my social group to try new products.
• When I hear about a new product, I want to try it right away.
• I look for new products that I haven't tried before.
• I like to be up to date with the latest styles and trends in the products I buy.

Risk-Taking Propensity — RTP (5 items): willingness to take chances and accept uncertainty in purchase decisions. 5-point Likert. Items averaged.

• I enjoy taking some risk when buying unfamiliar products.
• I like to take a chance on a new product even if I am not sure it will be good.
• I often try products whose quality I am uncertain about.
• I am willing to buy a new product even if I know little about it.
• Risk-taking is exciting to me when it comes to buying new products.

Exploration through Shopping — ETS (6 items): seeking novel stimulation through store browsing and in-person product exploration. 5-point Likert. Items averaged.

• I often go browsing through stores just to see what is new.
• I enjoy exploring new stores even when I don't need to buy anything.
• I spend a lot of time in stores looking at products, even when I don't plan to buy.
• I find browsing and window-shopping pleasurable in itself.
• I enjoy visiting new stores just to look around.
• Shopping is, for me, a pleasurable activity that I enjoy for its own sake.

Information Seeking through Communication — ISC (5 items): seeking product information via advertising, word-of-mouth, and media. 5-point Likert. Items averaged.

• I keep up with news about new products by reading advertisements and articles.
• I talk to friends and relatives about products and brands.
• I enjoy learning about new products through ads and other media.
• I actively seek information about products from many different sources.
• I often discuss products and brands with people I know.

Brand Switching — BS (5 items): active tendency to switch brands across product categories for variety and novelty. 5-point Likert. Items averaged.

• Even when I find a brand I like, I try other brands just for variety.
• I switch between brands frequently rather than staying with the same one.
• I like to try different brands to see which I like best.
• I often try new brands even when I am satisfied with my current brand.
• Switching brands is something I enjoy doing.

Variety Seeking in Food/Personal Products — VSF (6 items): tendency to seek variety in food, household, and personal care categories. 5-point Likert. Items averaged.

• I like trying different types of food that I have not had before.
• I enjoy eating different foods rather than eating the same things all the time.
• When buying personal care products, I like to try new brands for variety.
• I try different flavours of familiar products just for the experience.
• I seek variety in the types of products I use for grooming and personal care.
• I enjoy variety in the foods and products I consume on a daily basis.

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

Usage notes & scoring

Seven ETCBS subscales should not be aggregated into a single total. Repetitive Behavior Proneness (RBP) is reverse-scored relative to other subscales (high RBP = low exploration). Subscale reliabilities for RTP and ISC are modest (~0.62–0.70); report them. Steenkamp & Baumgartner (1992, JCR) recommend EBBT for direct consumer purchasing behaviour applications and CSI for general OSL profiling.

Recommended companion scales

Citation

Raju, P.S. (1980). Optimum stimulation level: Its relationship to personality, demographics, and exploratory behavior. Journal of Consumer Research, 7(3), 272–282.

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