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| Author: | Grande, I. |
| Title: | Dimensions in scales for measuring exploratory tendencies and stimulation levels in consumers: A cross-cultural comparison of the USA and Spain |
| Journal: | Journal of Consumer Behaviour
2005 : SEP, VOL 4:5, p. 363-373 |
| Index terms: | Marketing research Consumer behaviour Measurement Culture Spain USA |
| Language: | eng |
| Abstract: | Current scales to assess the exploratory tendency (hereafter as: expl-tend. / expl-tends.) are mainly composite measures of psychological characteristics of the consumers concerning their personality. The cultural (here as: cult.) environment in which they were developed and tested is also a major factor possibly affecting their validity across different cult. scenes. This paper reviews and compares the relevant scales measuring expl-tends. in two different cult. settings: USA and Spain. The main conclusion is that the scales are not equally valid etc. |
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