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

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.