Motivated consumer innovativeness: Concept, measurement and validation
Vandecasteele, Bert Geuens, Maggie
Vandecasteele, Bert
Geuens, Maggie
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Publication Type
Conference Proceeding
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Supervisor
Publication Year
2011
Journal
Book
Advances in Consumer Research
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Publication Issue
Publication Begin page
649
Publication End page
651
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Abstract
dict consumers’ innovative buying behavior by means of different scales intended to measure innovativeness as a personality trait. However, most previous research disregards the consumer-product relation (Gatignon and Robertson 1985; Goldsmith and Flynn 1992) and ignores the different motivation sources. By constructing a new underlying goals and motivations for buying an innovation, we take the notion of product-consumer interactions in Consumer Innovativeness one step further: Consumers differ not only in level of innovativeness (i.e., personality trait of consumers) but also in type of innovativeness (i.e., motivations to buy the innovation).
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Keywords
Consumer Innovativeness