The role of exploratory buying behavior tendencies in choices made for others

• Published in: Journal of consumer psychology Vol. 19; no. 3; pp. 517 - 525
• Main Authors: Chowdhury, Tilottama G., Ratneshwar, S., Desai, Kalpesh Kaushik
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.07.2009
• Subjects: Consumer behaviour; Gifts; Hedonism; Promotion; Purchasing
• ISSN: 1057-7408; 1532-7663
• DOI: 10.1016/j.jcps.2009.05.003

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.