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The role of exploratory buying behavior tendencies in choices made for others
Author(s) -
Chowdhury Tilottama G.,
Ratneshwar S.,
Desai Kalpesh Kaushik
Publication year - 2009
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2009.05.003
Subject(s) - salience (neuroscience) , psychology , exploratory research , conceptualization , consumer behaviour , trait , purchasing , marketing , gift giving , context (archaeology) , social psychology , regulatory focus theory , advertising , economics , business , cognitive psychology , sociology , paleontology , finance , conflict of interest , artificial intelligence , anthropology , computer science , biology , programming language , creativity
We examine whether the consumer trait of exploratory buying behavior tendencies (EBBT; Baumgartner, H., and Steenkamp, J.E.M. (1996). Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13, 121–137.) can influence even choices made for others. The results of three experiments in a gift‐giving context show that high (vs. low) EBBT individuals have greater salience of hedonic search motives and consequently form more diverse consideration sets while purchasing a gift. Further, when working with a specific gift budget, high EBBT consumers are more likely to diversify their gift choices by buying a greater number of relatively lower‐priced gift items. We also find that the effects of the EBBT trait are significantly attenuated when the regulatory focus of the person making the gift decision is one of prevention rather than promotion. Discussion focuses on implications and future research directions regarding the relationship between exploratory buying behavior tendencies and consumer decision‐making.