High and Low Optimum Stimulation Level Consumers: Differences in their Characteristics, Living Standards, Lifestyle Interests and Product Choice Behaviours

Abstract

The optimum stimulation level (OSL) of a representative sample of 3493 South Africans was measured using Steenkamp and Baumgartner’s new shortened Change Seeker Index. The study measures populations not previously the focus of OSL research. Age, employment status, education, home language and gender emerged as antecedents of OSL. Although living standards measures are used widely in marketing strategy in South Africa, the results suggest that only 4 of 17 living standard measures are OSL antecedents. The results suggest important differences between high and low OSL respondents concerning the number of brands used in nine product categories, the usage of financial services products and in lifestyle interests. The strong link between OSL and lifestyle interests suggests an urgent need for further research.