Article1976

Optimal Stimulation Level and the Adoption Decision Process

Sanford L. Grossbart · William W. Curtis · Stephen P. DeVere

147 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior and Marketing Influence Decision-Making and Behavioral Economics Technology Adoption and User Behaviour

Abstract

Following the Klonglan-Coward model, adoption decisions are viewed as following evaluation, a cognitive stage in the decision process, or trial, an overt purchase act. Operationalizing a person's optimal stimulation level with Zuckerman's Sensation Seeking Scale, hypotheses linking stimulation needs and the tendency to base an adoption decision on evaluation or trial are supported by data from a sample survey of adult females.

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References

1960Conflict, arousal, and curiosity.1971The Theory of Buyer Behavior 1960The Open and Closed Mind 1964Development of a sensation-seeking scale.1971Dimensions of sensation seeking.1972Innovative Behavior and Communication 1974Perceived Innovation Attributes as Predictors of Innovativeness 1963Motivation Inherent in Information Processing and Action

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1990Differentiating between cognitive and sensory innovativeness 2009Global Consumer Innovativeness: Cross-Country Differences and Demographic Commonalities 2005Opinion leadership in a computer-mediated environment 1995Development and cross-cultural validation of a short form of CSI as a measure of optimum stimulation level 2002Optimum stimulation level and exploratory consumer behavior in an emerging consumer market 2007Marketing Communication Drivers of Adoption Timing of a new E-service Among Existing Costumers

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