Consumer innovativeness: Conceptualization, theory, and implications

Younès El Manzani ()
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Younès El Manzani: Université Paris-Saclay, UVSQ - Université de Versailles Saint-Quentin-en-Yvelines, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines

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Abstract: Consumer innovativeness (CI) is a cornerstone marketing concept, yet its conceptualization remains fragmented. This chapter provides a comprehensive analysis by synthesizing diverse theoretical perspectives on CI's multidimensional nature as both a personality trait and a behavioral tendency. We delineate its key psychological and cultural antecedents while mapping its market-level outcomes. Particular attention is given to emerging trends in digital and eco-innovativeness. By integrating disparate research, this chapter advances a theoretical understanding of CI while offering actionable implications for marketers seeking to leverage innovative consumers in a dynamic marketplace.

Date: 2026
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Published in Reference Module in Social Sciences, 2026, ⟨10.1016/B978-0-443-29863-9.00051-9⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05724261

DOI: 10.1016/B978-0-443-29863-9.00051-9

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