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Research on consumer innovativeness has been studied in the field of marketing during the past decade, in that it has become critical to firms and businesses introducing new products. Yet as the literature concerning innovativeness in the hospitality sector is extremely limited, the purpose of this study is to better conceptualize and understand innovativeness in the hospitality sector (e.g., hotel, restaurant & bar, food & beverage, and occupational training). Using a qualitative method, personal interviews have been collected in this study from local hospitality managers and data are analyzed by constant comparative analysis. Eight themes emerge from the interview data: (1) novelty seeking, (2) eagerness, (3) vigilance, (4) openness, (5) venturesome, (6) hedonism, (7) value seeking, and (8) social distinctiveness. These intrinsic characteristics capture the concept of innovativeness in a broader range within different perspectives. The resultant data could therefore be utilized in future research to evaluate the level of awareness and use of perceived innovativeness in consumer behavior research and business marketing.

This study aims to draw on the malleable nature of processing fluency to identify the role of consumer expectation in generating diverging effects of metacognitive experiences on perception of product innovativeness and product evaluation. It also examines critical boundary conditions to offer a more sophisticated understanding of the interactive effect of expectation and processing fluency.

Studies 1, 2A and 2B recruited 1,922 online participants, and Studies 3 and 4 recruited 644 college students. The authors manipulated product innovativeness expectation by exposing participants to expert reviews of new products, and processing fluency by presenting product detail in either easy-to-read font/color contrast or difficult-to-read font/color contrast. Subsequently, perceived product innovativeness and product evaluation including actual product adoption were measured.

When a product was expected to be innovative (ordinary), feelings of difficulty with processing its detail increased (decreased) perceived innovativeness and, in turn, interest in purchase. The observation occurred only when a credible external source (vs firms) generated the innovativeness expectation or consumers’ elaboration level was not high. Furthermore, when innovativeness became associated with negative implications, perceived innovativeness no longer enhanced but impaired purchase intention.

Studies used incrementally new products only. Really new products involving a high adoption risk might produce a diverging effect. The findings need to be replicated with higher involvement products. An ideal level of difficulty with comprehending product information was not examined in the present research.

Results carry significant weight for firms who seek to draw consumer attention to their new products by choosing an optimal format of product presentation. The findings suggest that they can proactively administer a proper level of ease/difficulty with comprehending product detail depending on the extent of product innovativeness and target audience.

Extant research has not addressed how the malleable nature of processing fluency systematically affects innovativeness perception and product evaluation. The key contribution of this paper to the metacognition literature is the role of consumer expectation that alters the meaning of metacognitive experiences in relation to innovativeness perception. In addition, this is one of the first to empirically investigate perceptual processing fluency in the elaboration likelihood model theory.

The purpose of this study is to advance the understanding of consumer innovativeness during aging. This study explores why older consumers have decreased innovativeness and how awareness of age-related change affects the adoption of innovation.

A survey was conducted on 200 older consumers aged 50 and older to investigate whether awareness of age-related change influences innovativeness.

The results show that awareness of age-related change causes older consumers to have a decreased tendency to adopt novel products. Moreover, the stereotype threat of older consumers is found to play a mediating role. Older individuals who sense they are negatively viewed as older people restrict their innovativeness to avoid situations that would confirm their incompetence to others. Furthermore, the effects of older consumers’ stereotype threat on innovativeness are moderated by self-monitoring. Older consumers who exhibit high self-monitoring cope with stereotype threat by showing increased innovativeness; however, the opposite effect occurs in older consumers with low self-monitors.

The findings deepen the understanding of older adults’ consumption behavior regarding innovative products and show why people are reluctant to adopt innovative products and services because they grow older by identifying the underlying process that hinders customer innovativeness.

This study aims to investigate the interaction between branding strategies, levels of perceived fit and consumer innovativeness on the evaluation of new products from the perspective of situational strength.

Two experiments were conducted to empirically test the hypotheses.

A significant three-way interaction of branding strategy, perceived fit and consumer innovativeness on the evaluation of the new products was found. A significant two-way interaction of branding strategy and perceived fit was also found. Situational clarity fully mediates the relationship between branding strategy and consumer product evaluations at various fit levels.

The theory of situational strength may shed light on the selection of target market when managers launch new products. Innovative consumers are the target market for the new products under new branding or low fit sub-branding; under brand extension or high fit sub-branding, consumers are the target for the new products regardless of their degree of innovativeness.

This is the first work to apply situational strength theory to a new product evaluation context. The theory provides a unified framework for explaining the cognitive processes involved when consumers use and combine marketing cues (i.e. branding strategies and fit levels) to evaluate new products; it also facilitates evaluating how the effects of consumer innovativeness are accentuated or attenuated based on various combinations of marketing cues. Most research on the evaluation of new products has examined the influence of consumer innovativeness, perceived fit or branding strategies as distinct entities. This study simultaneously examined the three.

The purpose of this study is to explore consumer innovativeness as a personality trait and addresses the hedonic, social, cognitive and functional motivational elements that lie behind consumer innovativeness. It explores the weak relationship between consumer innovativeness and really new product (novel innovation) adoption and challenges the classic relationship between consumer learning, attitude and intention.

This study adopts a quantitative approach, gathering survey data via an institutional online platform. A total of 300 participants were recruited. Participants were directed to a website presenting the information of the product with the inclusion of 2D and 3D images and an avatar. For data analysis, CFA and structural equation modelling (SEM) were used.

Results indicate a positive impact of attitude on comprehension and intention. In addition, hedonic innovativeness positively impacts customer's attitude, whereas there is a negative relationship between social innovativeness and attitude. Motivational elements of innovation, with the exception of hedonic motivation, positively influence purchase intention.

The main limitation of the study lies in the measurement of purchase intention, as actual purchases cannot be assessed as the products are not yet available. The findings encourage marketers to target innovators first, ideally innovators motivated by hedonic needs.

The findings encourage marketers to target innovators first, perhaps for a long-term, innovators motivated by hedonic needs, as they are the ones who change their attitude positively towards novel innovation when presented in an aesthetically pleasant manner.

This study challenges the classic theories identifying the link between comprehension, attitude and purchase intention within the field of innovation. The findings indicate that while interacting with really new products, comprehension does not necessarily lead to attitude and intention but attitude does positively influence both intention and comprehension.

The purpose of this paper is to apply the concept of consumer innovativeness to the robotic restaurants field.

A research model including 13 hypotheses is examined using a sample of 409 subjects gathered.

The results indicate that four underlying dimensions of consumer innovativeness have a positive effect on overall image, which, in turn, increases desire. In addition, desire aids to enhance the two dimensions of behavior intentions.

Robotic restaurant managers are required to focus more on quality experience-seeking, hedonic experience-seeking, venturesomeness and social distinctiveness using automated systems, which aid to enhance the image of robotic restaurants.

Consumer innovativeness is regarded as a significant concept in the domain of a novel technology-based product and service, but it has not been explored in the restaurant context. Thus, this study tried to apply consumer innovativeness to the robotic restaurant industry for the first time and explained how to form consumer behavioral intentions based on the concept.

This paper attempts to examine the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

This is a conceptual paper that builds upon the extant literature of consumer innovativeness and brand extensions. A number of research propositions are developed in this thought‐provoking work.

It is proposed that consumer innovativeness exerts considerable influence on consumers' acceptance of brand extensions when extension distance and types of extensions are examined. In addition, product information availability and interpersonal communication/influence (i.e. informative and normative) moderate the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

This study can help marketers develop appropriate and effective marketing strategies to influence consumers' acceptance of brand extensions. This study serves to provide guidance for brand managers and marketers alike in evaluating the potential success of their extended brands. On the other hand, the paper draws from the extant literature and theoretical discussion to develop research propositions. This approach might limit its depth and scope.

As the use of brand extensions intensifies in the marketplace, it is imperative to understand how consumer innovativeness exerts influence on acceptance of brand extensions. This study fills the research void in the literature and contributes to the extant literature by analyzing the relationship between consumer innovativeness and consumers' acceptance of brand extensions.

Despite the importance of the diffusion of new products, there is not yet a single scale to measure consumer innovativeness and new product adoption behavior efficiently and effectively across countries. The purpose of this study is to examine the relationship between consumer innate innovativeness, vicarious innovativeness, domain specific innovativeness, the desire for unique consumer products, and the adoption of consumer electronic products across three countries in the Asia-Pacific region: Australia, China, and Taiwan.

Data were collected through a survey in Melbourne, Australia, Shanghai, China and Taipei, Taiwan. The conceptual model was tested using structural equation modeling.

This study finds that domain specific innovativeness primarily influences the adoption of such products across the three countries. The study further suggests that vicarious innovativeness affects Australians ' new product adoption behavior. In contrast, the desire for unique consumer products is a predictor of new product adoption for customers with a Chinese cultural background. Surprisingly, the authors find that consumer innate innovativeness has a negative effect on vicarious innovativeness.

This study provides further insights into relationships between consumer innovativeness measures.

This study enhances marketers ' capabilities to develop various launching strategies in different countries and providing further insights into relationships between consumer innovativeness measures.

This study highlights the importance of relationships among various types of consumer innovativeness in order to expand our understanding of relationships and approaches to measure innovativeness and adoption.

In the diffusion of innovation framework, this study identified three distinct segments of golf product consumers using a cluster analysis and explored potential differences between segments on communication behaviours related to innovativeness. Results indicate that the members of each cluster show varying degrees of innovativeness for new golf products. Each cluster also was further distinguished based upon communication behaviours.

The purpose of this paper is to investigate how individual innovativeness and social factors shape consumers’ purchase decisions of organic products.

The study is based on an online survey of 988 Canadian participants. Structural equation modelling was used to test the relationships between social identity, social influence, perceived value and purchase intention within a multi-group framework to show the moderating effect of consumer innovativeness.

The results show that the two social dimensions – social identity and social influence – influence purchase intention and the perceived value of organic products partially mediates these relationships. Further, the personal characteristic, “consumer innovativeness”, moderates these relationships.

Although the sample consists of a higher proportion of younger participants, the results are consistent with theoretical arguments and empirical evidence, which underscores the importance of generational differences in organic product purchases.

Managers need to develop a more nuanced understanding of how social influence and social identity play different roles in the purchase intentions of consumer innovators vs later adopters. This knowledge can guide practical segmentation, targeting, positioning and promotion strategies.

This study complements the individual innovativeness predispositions literature by showing that the consideration of social factors leads to a more nuanced understanding of consumers’ purchase intention than either set of factors separately. It also contributes to the literature on adoption of organic products by introducing consumer innovativeness dimension as a key factor.