EconPapers    
Economics at your fingertips  
 

Motivated Consumer Innovativeness: Concept, measurement, and validation

Bert Vandecasteele and Maggie Geuens

International Journal of Research in Marketing, 2010, vol. 27, issue 4, 308-318

Abstract: Existing consumer innovativeness scales ignore the multitude of motivation sources of buying innovations. The objective of this paper is to incorporate different motivations into a multi-dimensional innovativeness scale to better account for the consumer–product relationship. An extensive literature review and five studies (with about 2600 respondents in total) indicate that four types of motivation underlie consumer innovativeness: functional, hedonic, social, and cognitive. The proposed 20-item four-dimensional Motivated Consumer Innovativeness (MCI) scale proves to be reliable and internally valid and does not seem to suffer from social desirability bias. Moreover, the results of the studies indicate the predictive validity of every MCI dimension. This new scale proves to measure more than existing consumer innovativeness scales; the different MCI dimensions predict innovative purchase intentions better than both traditional and recently developed innovativeness scales, and they disprove the general consensus that older people are always significantly less innovative than younger people. This MCI scale can serve as a tool for future research on efficiently and effectively segmenting and targeting (motivated innovative) consumers.

Keywords: Consumer innovativeness; Motivation; Scale development; Scale validation (search for similar items in EconPapers)
Date: 2010
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (17) Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S016781161000073X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:27:y:2010:i:4:p:308-318

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

 
Page updated 2018-04-28
Handle: RePEc:eee:ijrema:v:27:y:2010:i:4:p:308-318