An alternative deductive point of departure consists of identifying culture dependent consumer behaviors consisting of broad generalizable dimensions across a wide variety of products and situations. Exploratory and Risk Taking Behavior is one such concept consisting of a general trait of behavior relevant across all stages of consumer decision-making and in a wide variety of settings. Hence, risk taking constitutes an important dimension of consumer behavior that can add to an understanding of consumer behavior across a broad range of situations. Thus, studying the influence of culture on Exploratory and Risk Taking Behavior should provide an insightful contribution to an understanding of cross cultural behavior