Marketing lacks comprehension on the increasingly important segment of mature consumers in regards of their behaviors and respective reasons for certain behaviors. This study on the desire for alternative products or brands within the domain of fast moving consumer goods was capable to verify...

Research of the last decades focused on answering several questions in view of optimum stimulation theory. Which variables do influence general explorative tendencies such as risk taking, variety seeking, or curiosity-motivated behavior and how do the general explorative tendencies effect the...