Exploratory consumer buying behavior: Conceptualization and measurement

This paper proposes a two-factor conceptualization of exploratory consumer buying behavior in which exploratory acquisition of products is distinguished from exploratory information seeking. A scale for measuring individual differences in consumers' tendencies to engage in exploratory buying behavior is developed based on this conceptualization, and the instrument is related to several other constructs and actual exploratory behaviors. The results of six studies with subjects from two different countries show that the scale has good psychometric properties and that its relationships with other constructs and actual exploratory behaviors conform to theoretical expectations.