CONSUMER INNOVATIVENESS: A MARKETING APPROACH

Costinel Dobre · Anca Cristina Dragomir · Gheorghe Preda

52 citations0/0 files storedRePEc: Research Papers in Economics

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Innovation Diffusion and Forecasting Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

Abstract. By innovativeness we mean the predisposition of a consumer to adopt a product earlier than most others. Various studies have shown that across product categories, innovators tend to be: opinion leaders, risk takers, more likely to obtain information from mass media than through word of mouth, open to new ideas and change, relatively young etc. Marketers want to identify the segment of the market that is most likely to adopt a new product when it is the first introduced. This article describes we ask some key questions about the nature of innovativeness and try to make a correlation between characteristics of the innovators and innovativeness.

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References

1998A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology 1980Innovativeness, Novelty Seeking, and Consumer Creativity 1978Innovativeness: The Concept and Its Measurement 1981Consumer behavior and marketing action 1985A Propositional Inventory for New Diffusion Research 1983Characteristics of Adopters and Non-Adopters of Home Computers 1974Perceived Innovation Attributes as Predictors of Innovativeness 2000Adoption of Internet shopping: the role of consumer innovativeness

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