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Sensation-Seeking is a personality variable that is related to preferred arousal levels, and individuals vary considerably in their preferred level of arousal. Individuals who are high in sensation-seeking (SS) seek out experiences to increase arousal level to achieve their optimal level of stimulation. Individuals who are low in SS will prefer less change and more calmness over unpredictability. Individuals low in SS should be less likely to engage in risky behaviour, while the opposite should be true of individuals who score high. One measure of sensation seeking is the Sensation Seeking Scale (SSS) (Zuckerman, Kolin, Price, & Zoob, 1964).
It is also likely that levels of optimal arousal should motivate consumer behaviour. Baumgartner and Steenkamp (1996) propose the Exploratory Buying Behavior Tendencies scale (EBBT) to conceptualize what motivates buying behaviour in consumers. Baumgartner and Steenkamp suggest that there are two personality factors associated with exploratory buying behaviour in consumers. The first is Exploratory Acquisition of Products (EAP). Individuals who score high on EAP measures enjoy buying unfamiliar products, trying new products, and are willing to change purchase behaviour. The second personality factor is Exploratory Information Seeking (EIS). Individuals who score high on this factor obtain cognitive stimulation through acquisition of consumer-relevant knowledge and from curiosity about new products. Note that these two measures (EAP and EIS) are themselves not correlated.
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