Optimal Stimulation Level and the Adoption Decision Process

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.