Optimal Stimulation Level and the Adoption Decision Process
- 1 September 1976
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 3 (2) , 84-94
- https://doi.org/10.1086/208655
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.Keywords
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