Optimal Stimulation Level-Exploratory Behavior Models
- 1 December 1984
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 11 (3) , 830-835
- https://doi.org/10.1086/209018
Abstract
Empirical and theoretical ambiguities in Raju's general framework for explaining consumer exploratory behavior are examined with two alternative Optimal Stimulation Level (OSL) models. Results from two replicated studies using causal modeling suggest that OSL does not act as a mediating construct.Keywords
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