Consumer Innovativeness: Literature Review and Measurement Scales


Consumer innovativeness is the degree to which the innovative is received independently. Innovativeness is also defined as the degree to which individuals (other adoption units) adopt new ideas faster than other members in a system. The aims of this article are to provide the literature reviews of consumer innovativeness concepts along with the measurement scales. The term consumer innovativeness is very diverse, depending on the research contexts. Consumer innovativeness is adopted on online shopping behaviours, eco-innovative adoptions, eco-friendly consumer behaviour, pro-environmental behaviour, etc. The level of consumer innovativeness concept is differentiated into two levels; general and specific level. General level of innovativeness includes global innovativeness and innate innovativeness. Specific level is known as domain-specific innovativeness. The different concepts and terms cause differences in the measurement. This article also examines innovativeness in individual and organizational unit analysis. Various definitions of innovativeness with diverse views are presented.



Keywords: Consumer innovativeness, global innovativeness, domain-specific innovativeness, measurements

[1] Agrawal, R and Prasad, J. (1998). A Conceptual and Operational Definition of Personal Innovativeness in The Domain of Information Technology, Information System Research, Vol.9, No.2. pp.204-215

[2] Bandura, A. (1986). Social Foundation of Thought and Action: A Social Cognitive Theory. Englewood Cliffs: Prentice-Hall.

[3] Bearden WO, Calcich SE, Netemeyer R, Tell FE. (1986). An exploratory investigation of consumer innovativeness and interpersonal influences. In: Richard JL, editor. Advances in consumer research, vol. 13. Provo, UT: Association for Consumer,. p77– 82.

[4] Carlson L, Grossbart SL. (1984). Toward a better understanding of inherent innovativeness. In: Russel WB, Robert AP, editors. Proceeding of the A.M.A. educator’s conference. Chicago: American Marketing Association,. p. 88–91.

[5] Englis, B.G. and Phillips, D. M.. (2013). Does Innovativeness Drive Environmentally Conscious Consumer Behavior?, Psychology and Marketing, Vol. 30(2): 160–172.

[6] Fu, F. Q and Elliot, M.T. (2013). The Moderating Effect of Perceived Product Innovativeness and Product Knowledge on New Product Adoption: An Integrated Model. Journal of Marketing Theory and Practice, vol. 21, no.3, pp. 257-272.

[7] Gatignon H, Robertson TS. (1985). A propositional inventory for new diffusion research. Journal of Consumers Research, vol. 11, pp:849 – 867

[8] Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, vol.19, pp. 209–221.

[9] Hirschman, E.C. (1980). Innovativeness, Novelty Seeking, and Consumer Creativity. Journal of Consumer Research, vol. 7, pp. 283-295.

[10] Ho, C H. and Wu, W. (2011). Role of innovativeness of Consumer in Relationship between Perceived Attributes of New Product and Intention to Adopt. International Journal of Electronic Business Manegement, Vol. 9, no. 3. Pp. 258-266

[11] Hurley RF, Hult GTM.(1998). Innovation, market orientation, and organizational learning: an integration and empirical examination. Journal of Marketing, vol.62,no.3, pp:42–54.

[12] Hurt HT, Joseph K, and Cook C. (1977). Scales for the measurement of innovativeness. Humans Communication Research, vol. 4, no.1, pp:58 – 65.

[13] Im, S., B. L, Bayus., & C. H, Mason. (2003). An empirical study of innate consumer innovativeness, personal characteristics, and new-product adoption behavior. Journal of the Academy of Marketing Science, 31, 61–73.

[14] Kirton M. (1976). Adaptors and innovators: a description and measure. Journal Applied Psychology, vol. 61 no.5, pp:622–629.

[15] Lao, K., (2014). Research on Mechnaism og Consumer Innovativeness Influencing Green Consumption Behavior, Nankai Business Review International, Vol. 5 No. 2, pp.211-224.

[16] Leavitt C, Walton J. (1975). Development of a scale for innovativeness. In: Schlinger MJ, editor. Advances in Consumer Research, vol. 2. Ann Arbor, MI: Association for Consumer Research, p. 545– 54.

[17] Li,G., Zhang, R and Wang. C. (2015). The Role of Product Originality, Usefulness and Motivated Consumer Innovativeness in New Product Adoption Intentions. Journal of Product Innovation Management, Vol.32 no.2 pp.214–223

[18] Manning, K. C., Bearden, W. 0. and Madden, T. J.. (1995). Consumer Innovativeness and the Adoption Process. Journal of Consumer Psychology, 4(4), 329-345

[19] Manning, K. C., Bearden, W. 0. And Madden, T. J. (1995). Consumer Innovativeness and the Adoption Process. Journal of Consumer Psychology, vol.4 no. 4, pp. 329-345

[20] Merchant, A., Rose, G., and Rose, M. (2014). The Impact of Time Orientation on Consumer Innovativeness in The United States and India. Journal of Marketing Theory and Practice, vol. 22, no.3. pp. 325-337.

[21] Midgley D.(1977). Innovation and new product marketing. Londres: Croom Helm.

[22] Midgley, F. D., &. Dowling, G. R (1978). Innovativeness: The Concept and Its Measurement. Journal of Consumer Research, vol.4, 229–241.

[23] Pearson PH. (1970). Relationships between global and specific measures of novelty seeking. Journal of Consultant Clinic of Psychology, vol..34, pp:199– 204.

[24] Raju PS. (1980). Optimum stimulation level: its relationship to personality, demographics and exploratory behavior. Journal of Consumer Research, vol.;7, pp:272– 82

[25] Riivari, E, Lamsa, A.M., Kujala, J., and Heiskanen, E. (2012). The Ethical Culture of Organizational IInovativeness. European Journal of Innovation Management, vol. 15, no. 3, pp. 310-331

[26] Roehrich, G.(2004). Consumer Innovativeness, Concept and Measurements. Journal of Business Research, vol. 57, pp. 671– 677.

[27] Roffe, I. (1999), Innovation and creativity in organisations: a review of the implications for training and development, Journal of European Industrial Training, Vol. 23 Nos 4/5, pp. 224-37.

[28] Rogers, E.M. and Shoemaker, F.F. (1971). Communication of Innovation, New York: The Free Press.

[29] Rogers, Everett M., (2003). Difussion of Innovations. Fifth Edition. Free Press, New York. USA.

[30] Steenkamp, J. E., Hofstede, M., F. and Wedel, M.. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, vol.63, pp. 55–69.

[31] Tajfel, H. (1982). Social Identity and Intergroup Relation. Cambridge, UK: Cambridge University Press.

[32] Tellis, G. J., Yin, E. and Bell, S. (2009). Global consumer innovativeness: Crosscountry differences and demographic commonalities. Journal of International Marketing, vol.17, pp.1–22.

[33] Venkatraman MP, Price LL. Differentiating between cognitive and sensory innovativeness. Journal of Business Reviews, vol.20 pp:293– 315.

[34] Wang, C.L. and Ahmed, P.K. (2004), The development and validation of the organizational innovativeness construct using confirmatory factor analysis, European Journal of Innovation Management, Vol. 7 No. 4, pp. 303-13.