Reexamination of the Concept of Innovativeness in the Context of the Adolescent SegmentJournal of Targeting, Measurement, and Analysis for Marketing (2004)
AbstractAs the role of young consumers in the consumption of technology-oriented products grows, so does the need to fully understand their contemplation, use and adoption of those products. Existing innovativeness scales have tended to measure consumers' desire to be first to buy new products. Bias related to this adoptive-oriented conceptualisation overlooks important aspects of innovativeness among younger consumer segments. Utilising an empirically untested conceptualisation of innovativeness that includes an adoptive–innovative dimension as well as a use–innovative dimension and a vicarious–innovative dimension, this study provides a more fully elaborated measurement of innovativeness that is particularly appropriate for measuring innovativeness among younger consumer segments. The results begin to provide a better understanding of innovativeness for segments whose innovative proclivities may be overlooked by extant scales.
Citation InformationJ. B. Hartman, Kenneth C. Gehrt and K Watchravesringkan. "Reexamination of the Concept of Innovativeness in the Context of the Adolescent Segment" Journal of Targeting, Measurement, and Analysis for Marketing Vol. 12 Iss. 4 (2004)
Available at: http://works.bepress.com/kenneth_gehrt/11/