Motivated Consumer Innovativeness: Concept, Measurement, and Validation

Bert Vandecasteele, Lessius University College and Ghent University, Belgium
Maggie Geuens, Ghent University and Vlerick Leuven Gent Management School, Belgium
Functional, hedonic, social and cognitive motivations, which are incorporated in a new Motivated Consumer Innovativeness scale, underlie consumer innovativeness. These reliable and valid scale dimensions predict innovative purchase intentions better than traditional and recent innovativeness scales. Moreover, the scale disproves the consensus that age is always negatively related to innovativeness.
[ to cite ]:
Bert Vandecasteele and Maggie Geuens (2011) ,"Motivated Consumer Innovativeness: Concept, Measurement, and Validation", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.