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Abstract
The present paper focuses on the impact of demographic variables on optimum stimulation level and exploratory tendencies. Based on literature review of 25 empirical articles, the paper makes Managerial implications that the concept of desire for exploration has emerged as the strongest motivating influencer for the consumer buying behaviour. Researchers have now understood the importance of the applicability of these findings to understand and predict consumers' buying behaviour. The findings of the paper implicitly point out that there is a positive impact of various demo graphic variables like age, gender, income, educational qualifications, employment status, marital status on Optimum Stimulation Level and Exploratory Behaviour.
Key words:
Exploratory Tendencies, Optimum Stimulation Level, Demographic Variables, Actual Stimulation Level.
The concept of Optimum Stimulation Level was introduced simultaneously in psychology literature by Hebb and Leuba (1955). They argued in their studies that every organism whether animal or human being prefers certain stimulation which is known as its Optimum Stimulation level. According to them, individual behaviour is influenced by the intrinsically motivated desire to accomplish a specific level of stimulation, termed the 'optimum stimulation level.' OSL is a personality trait referring to the amount of stimulation individuals prefer in life (McReynolds, 1971). OSL varies from individual to individual. When the actual stimulation from the environment is very low as compared to individuals Optimum Stimulation Level, the individual will try to increase the stimulation level towards his Optimum Stimulation Level and when the actual stimulation received from the environment is too high, then the individual will try to reduce it so as to reach Optimum Stimulation Level following the pattern of Wundt Curve (Figure 1).
Thus the individual tries to strike out a balance between Actual Stimulation Level and Optimum Stimulation Level so as to adapt to the environment. Several theoretical frameworks (e.g., Berlyne 1960; Fiske and Maddi 1961) have expanded on this basic principle, but see Raju [1981] and Raju and Venkatesan [1980] for excellent reviews. The behaviour which aims at changing the stimulation from actual to optimal is known as Exploratory Behaviour.
To conclude, an individual behaviour is influenced by the intrinsically motivated desire to accomplish a specific level of stimulation which is termed as Optimum Stimulation Level or OSL. OSL varies among individuals. Those...