Identifying Innovators in Consumer Product Markets

Abstract

Describes the use of a short, valid, reliable self‐report scale to measure consumer innovativeness. Suitable for mail questionnaire or personal interview, this six‐item, Likert‐type scale enables marketers and researchers to identify accurately the potential earliest buyers in a specific product‐market category. Used a survey of 135 adult women to show how the scale performs by giving valuable insights into the fashionable clothing market.

Citation

Goldsmith, R. and Reinecke Flynn, L. (1992), "Identifying Innovators in Consumer Product Markets", European Journal of Marketing, Vol. 26 No. 12, pp. 42-55. https://doi.org/10.1108/03090569210022498