The research questions are twofold and may be stated as:
(1) How does culture influence Exploratory and Risk Taking Behavior?
(2) How can a better understanding of Exploratory and Risk Taking Behavior be arrived at?
In other words, the research objectives include understanding the influence of culture on a broad consumer trait dimension (i. e. Exploratory and Risk Taking Behavior) as well as understanding risk and exploratory behaviors and their dimensions.