Abstract
Contrary to previous research in the area, this article argues that consumer innovativeness, or the desire for new experiences, is not an undifferentiated construct but can be distinguished as cognitive and sensory innovativeness. Cognitive (sensory) innovativeness is the preference for engaging in new experiences with the objective of stimulating the mind (senses). The article presents psychometrically valid measures of these constructs and discusses two studies that examine the differences between cognitive and sensory innovativeness. One study, based on 326 undergraduate students, shows that the innovativeness constructs differ in their relationship with other personality traits, such as preference for verbal/visual style of processing. The other study, based on the personal computer, food processor, and video cassette recorder purchase behavior of 245 respondents, shows that cognitive and sensory innovators differ in their responses to innovations and demographic profiles. The research and managerial implications of these findings are discussed.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 293-315 |
| Number of pages | 23 |
| Journal | Journal of Business Research |
| Volume | 20 |
| Issue number | 4 |
| DOIs | |
| State | Published - 1990 |
| Externally published | Yes |
Fingerprint
ASJC Scopus subject areas
- Marketing
- Applied Psychology
Cite this
Differentiating between cognitive and sensory innovativeness. Concepts, measurement, and implications. / Venkatraman, Meera P.; Price, Linda L.
In: Journal of Business Research, Vol. 20, No. 4, 1990, p. 293-315.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Differentiating between cognitive and sensory innovativeness. Concepts, measurement, and implications
AU - Venkatraman, Meera P.
AU - Price, Linda L
PY - 1990
Y1 - 1990
N2 - Contrary to previous research in the area, this article argues that consumer innovativeness, or the desire for new experiences, is not an undifferentiated construct but can be distinguished as cognitive and sensory innovativeness. Cognitive (sensory) innovativeness is the preference for engaging in new experiences with the objective of stimulating the mind (senses). The article presents psychometrically valid measures of these constructs and discusses two studies that examine the differences between cognitive and sensory innovativeness. One study, based on 326 undergraduate students, shows that the innovativeness constructs differ in their relationship with other personality traits, such as preference for verbal/visual style of processing. The other study, based on the personal computer, food processor, and video cassette recorder purchase behavior of 245 respondents, shows that cognitive and sensory innovators differ in their responses to innovations and demographic profiles. The research and managerial implications of these findings are discussed.
AB - Contrary to previous research in the area, this article argues that consumer innovativeness, or the desire for new experiences, is not an undifferentiated construct but can be distinguished as cognitive and sensory innovativeness. Cognitive (sensory) innovativeness is the preference for engaging in new experiences with the objective of stimulating the mind (senses). The article presents psychometrically valid measures of these constructs and discusses two studies that examine the differences between cognitive and sensory innovativeness. One study, based on 326 undergraduate students, shows that the innovativeness constructs differ in their relationship with other personality traits, such as preference for verbal/visual style of processing. The other study, based on the personal computer, food processor, and video cassette recorder purchase behavior of 245 respondents, shows that cognitive and sensory innovators differ in their responses to innovations and demographic profiles. The research and managerial implications of these findings are discussed.
UR - http://www.scopus.com/inward/record.url?scp=45149140412&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=45149140412&partnerID=8YFLogxK
U2 - 10.1016/0148-2963(90)90008-2
DO - 10.1016/0148-2963(90)90008-2
M3 - Article
VL - 20
SP - 293
EP - 315
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
IS - 4
ER -