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.

Representative items

• I always buy the same brands rather than trying something different. (RBP — reversed)
• I am among the first in my group to try new brands. (NFC)
• I enjoy taking some chances when buying new products. (RTP)
• I often go browsing through stores just to see what is new. (ETS)

Citation

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