Theory and measurement of consumer innovativeness

Ronald E. Goldsmith (Marketing Department, Florida State University, Tallahassee, Florida, USA)
François d’Hauteville (Ecole Nationale Supérieure d’Agronomie, Montpellier, France)
Leisa R. Flynn (Marketing Department, Florida State University, Tallahassee, Florida, USA)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 1998


Presents findings validating French and German versions of the domain specific innovativeness scale or DSI, which was designed to measure consumer innovativeness for a specific product category. The data came from self‐administered surveys of 409 consumers in three countries: the USA (n = 121), Germany (n = 113), and France (n = 175). The study participants completed a questionnaire asking them to describe their wine‐related attitudes and behaviours. Data analysis showed that the DSI was unidimensional, high in internal consistency, positively correlated as hypothesised with wine usage (criterion validity), positively correlated as hypothesised with knowledge of and involvement with wine and uncorrelated with opinion seeking for wine (nomological validity), and unaffected by social desirability and acquiescence response styles.



Goldsmith, R., d’Hauteville, F. and Flynn, L. (1998), "Theory and measurement of consumer innovativeness", European Journal of Marketing, Vol. 32 No. 3/4, pp. 340-353.

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Copyright © 1998, MCB UP Limited

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