| Abstract: | Current scales to assess the exploratory tendency are mainly composite measures of psychological characteristics of the consumers concerning their personality. The cultural environment in which they were developed and tested is also a major factor that could affect their validity across different cultural scenes. In this paper the relevant scales measuring exploratory tendencies are reviewed and compared in two different cultural settings: USA and Spain. The main conclusion is that the scales are not equally valid; nor do the items included in them have the same relevance in different cultural setting. Copyright © 2005 John Wiley & Sons, Ltd. |
