Evaluating NFS and OSL as Key Determinants of Consumer Exploratory Behaviour: A Theoretical Inquiry

42 | P a g e DOI: 10.5281/zenodo.17358724 Evaluating NFS and OSL as Key Determinants of Consumer Exploratory Behaviour: A Theoretical Inquiry Sulagna Chakrabarti (Corresponding Author) Assistant Professor, EIILM-Kolkata Eastern Institute For Integrated Learning In Management, DN-9, Sector-V, Salt Lake City, Kolkata: 700091, West Bengal, India. Prof. Dr. Surajit Ghosh Dastidar Professor – Marketing, EIILM-Kolkata Eastern Institute For Integrated Learning In Management, DN-9, Sector-V, Salt Lake City, Kolkata: 700091, West Bengal, India. Abstract: Consumer exploratory tendencies encompass behaviours such as brand-switching, curiosity-driven actions, and risk-taking, all of which stem from an intrinsic need for stimulation. While previous research has predominantly focused on individual Optimum Stimulation Level (OSL) as a predictor of exploratory behaviour, this article posits the importance of examining the disparity between consumers' actual and optimal stimulation levels. The theoretical framework is grounded in stimulation theories, which suggest that individuals strive to maintain their preferred level of environmental stimulation; deviations from this level prompt motivational forces that lead to exploratory behaviours. When consumers' actual stimulation is below their optimal level, they experience a "Need for Stimulation," which manifests in exploratory behaviours. This article demonstrates that the discrepancy between actual and optimal stimulation levels provides a more comprehensive explanation of consumer exploratory tendencies than OSL alone. The research contributes to consumer behaviour theory by identifying Need for Stimulation as a critical antecedent variable that links individual stimulation preferences with exploratory behaviours. The findings have implications for marketing practitioners in formulating strategies that address consumers' stimulation needs and for advancing consumer behaviour research by elucidating the motivational forces that drive exploratory consumption patterns. Keywords: Need for Stimulation, Optimum Stimulation Level, Consumer Exploratory Tendency, Brand Switching, Risk Taking, Curiosity-Motivated Behaviour. 1. Introduction Consumers frequently exhibit several typical reactions, such as occasionally opting for a different brand than the one they currently use. This behaviour is referred to as the Brand-Switching tendency. After using a brand 43 | P a g e DOI: 10.5281/zenodo.17358724 repeatedly, consumers might become bored and, in search of variety, they may switch brands. Consumers may also change brands if they believe another brand offers superior benefits compared to their current choice. Sometimes, driven by curiosity, consumers engage in activities like seeking purchase-related information, participating in word-of-mouth communication, or exploring through shopping. Some consumers demonstrate a risk-taking tendency by embracing new product varieties or brand options, showcasing innovativeness. These behaviours are collectively known as Consumers' Exploratory Tendencies in the field of consumer behaviour research. The idea that consumer actions are sometimes motivated by a basic desire to reach a satisfactory level of stimulation has been a central theme in theories exploring the intrinsic reasons for consumer exploratory behaviours (e.g., Berlyne 1960; Fiske and Maddi 1961). Research on this presumed desire for stimulation has revealed that individuals generally favour a comfortable level of stimulation, referred to in the literature as the Optimum Stimulation Level (OSL), and that there are consistent individual differences in what each person considers the optimal amount of stimulation (McReynolds 1971). To achieve an adequate level of stimulation, individuals might engage in exploratory behaviours. According to Berlyne (1963, p. 288), exploratory behaviour is defined as "behaviour with the sole function of changing the stimulus field." Psychologists have extensively studied exploratory tendencies, and the consensus is that individuals with higher OSLs are more inclined to engage in exploratory behaviours than those with lower OSLs (Zuckerman, 1979). The link between exploratory tendencies and a person's inherent need for stimulation suggests that OSL could significantly impact consumer behaviours that involve strong exploratory elements. This article aims to provide a comprehensive understanding of how consumers' need for stimulation influences exploratory consumer behaviour, rather than focusing solely on individual OSLs. 2. Review of literature 2.1 Relationship between Consumer Exploratory Tendencies (CET) and OSL Consumer Exploratory Tendencies are divided into three categories: Curiosity-Motivated Behavior, BrandSwitching tendency, and Risk-Taking tendency (Raju 1980). Curiosity is described as the inherent urge to acquire knowledge (Berlyne 1960). Curiosity-Motivated Behavior manifests through seeking information related to purchases, engaging in interpersonal communication, or exploring through shopping. Brand switching acts as a method to introduce excitement into purchasing by alternating between familiar brands for variety. Sometimes, consumers may feel bored due to a lack of stimulation from their repetitive buying patterns. Consequently, they might incorporate switching into their purchasing process through variety-seeking behavior (Howard and Sheth 1969). McAlister and Pessemier (1982) incorporate OSL into their model of variety-seeking behavior, proposing that the satisfaction derived from brand switching is positively associated with consumers' OSLs. Risk-taking is another form of consumer exploratory tendency. Most risk-taking theories are grounded in the idea of "chance of loss" (Slovic 1964). The dominant theoretical perspective in consumer behavior aligns with this view, interpreting perceived risk as a function of two dimensions: the uncertainty of outcomes, i.e., the subjective probability of negative results, and the significance of consequences, i.e., the stakes involved (Ross, 1975). Risk-taking is considered stimulating (Slovic 1964), and OSL is thus expected to correlate positively 44 | P a g e DOI: 10.5281/zenodo.17358724 with risk-taking behavior (Zuckerman 1979). Among "risky" consumer behaviors, innovativeness has received considerable attention in the literature. Innovative behavior, or actualized innovativeness, refers to how early an individual adopts an innovation compared to other consumers (Midgley and Dowling 1978). Building on Midgley and Dowling's (1978) earlier work, Foxall and Bhate (1991) demonstrate that innovative behavior can be modeled based on the personality trait of innate innovativeness, interest in the product category, and situational factors. Innate innovativeness is the tendency to make innovative decisions "independently of the communicated experience of others" (Midgley and Dowling 1978, p. 235). It involves a propensity to take risks and explore new solutions to consumption practices and should be positively associated with OSL. 2.2 Relationship between Need for Stimulation and Exploratory Tendencies The theory of optimum stimulation level seeks to explain human behaviour as being partly motivated by an innate desire to achieve a preferred level of stimulation (Berlyne, 1960; McReynolds, 1971; Keller & Voss, 1976). According to OSL theory, individuals aim to reach a level of stimulation they deem ideal (optimal stimulation level). At any given moment, consumers encounter various stimuli. However, they might sometimes experience less stimulation than their optimal state. Consequently, intrinsic motivation is also shaped by a person's current level of stimulation (Actual Stimulation Level) (Orth and Bourrain 2005a), or more precisely, by the discrepancy between the optimal and actual stimulation (Wahlers and Etzel 1985; Gierl et al. 1999, p. 229). As people try to adjust their actual stimulation level, influenced by their environment, to match their optimal level, it becomes clear that the degree of difference between actual and optimal stimulation impacts their intrinsic motivation to interact with environmental stimuli. When someone's current stimulation level is below their ideal, they may feel bored and become attracted to stimuli that can raise their stimulation to the desired optimal level. This intrinsic drive to seek stimulation is known as the 'Need for Stimulation.' In a purchasing context, this stimulation can be obtained by buying different brands, new products, or through interpersonal communication and other exploratory behaviors. 2.3 Need for stimulation as an antecedent of exploratory tendencies Steenkamp and Baumgartner (1996) introduced the term "Need for Stimulation" (NFS). It describes the gap between a person's Optimum Stimulation Level (OSL) and Actual Stimulation Level (ASL). This gap, along with how long someone is exposed to a stimulus, shows their need for stimulation. They used the Change Seeker Index (CSI) to find the OSL and Zuckerman’s State Sensation Seeking Scale (SSS) to measure the current stimulation level. The Need for Stimulation is the difference between the average scores on the CSI and SSS. Participants saw seven random fear appeal ads about four social issues. Their arousal from these ads was measured using Mehrabian and Russel's (1974) arousal scale. The study found that people with a higher need for stimulation can get more aroused. Raju (1980) and Steenkamp and Baumgartner (1992) said that when ASL is lower than OSL, people are motivated to explore. Here, the Need for Stimulation is the gap between ASL and OSL. OSL is the ideal stimulation level people aim for (Falcy, 1993), while ASL is the current level. Some researchers stress the importance of the gap between OSL and ASL. Wahlers and Etzel (1985) and Gierl et al. (1999) said this gap creates a motivation to act. When OSL and ASL match, people feel relaxed. If ASL is lower than OSL, people seek more stimulation (stimulation seekers). If ASL is higher than OSL, they avoid more 45 | P a g e DOI: 10.5281/zenodo.17358724 stimulation (stimulation avoiders). OSL is a trait that affects how people react to stimuli (Gierl et al. 1999). Those with a higher OSL need more stimulation to feel comfortable. Intrinsic motivation is also affected by ASL (Orth and Bourrain 2005a) or the gap between OSL and ASL (Wahlers and Etzel 1985; Gierl et al. 1999). People try to balance ASL with OSL, so the gap between them affects their motivation to interact with their environment. 3. Methodology This study is conducted based on review of literature. For review of literature multiple database were used such as EBSCO, Scopus, Web of Science, Research Gate. Snowballing technique was used to identify relevant papers pertaining to the area of research by exploring through key-words like consumers’ exploratory tendencies, brand switching, risk taking, curiosity-motivated behavior, optimum stimulation level, need for stimulation. Review of literature considered the span of time from to. Proof reading and structural editing were done through ‘Paperpal’. The literature was screened based on relevance and collated as per the stated objective. Referencing was done as per the APA format. 4. Findings and Conclusion It is important to emphasise that when examining the underlying reasons for consumers' exploratory behaviours, it is more relevant to consider the difference between an individual's actual stimulation level and their optimal stimulation level, rather than focusing solely on the latter. As the deviation of actual stimulation level from the optimum state creates such intrinsic need for stimulation for an individual to acquire more stimulation to meet the optimum level, and to satisfy this intrinsic need for stimulation individuals get engaged in exploratory purchase behaviours, therefore this is more pertinent to consider the raised deviation in terms of need for stimulation of an individual instead of just considering an individual’s optimum stimulation level effecting exploratory tendencies. This perspective is supported by previous research in the field and broadens the potential for future studies to explore how the inherent need for stimulation serves as a predictor of exploratory behaviour. Such understanding would assist marketers in crafting strategic marketing decisions and would also enhance the body of literature on consumer behaviour. References [1] Baumgartner, H., & M. Steenkamp, J. B. E. (1994). 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