Differentiating between cognitive and sensory innovativeness. Concepts, measurement, and implications

Meera P. Venkatraman, Linda L Price

Research output: Contribution to journalArticle

180 Citations (Scopus)

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 languageEnglish (US)
Pages (from-to)293-315
Number of pages23
JournalJournal of Business Research
Volume20
Issue number4
DOIs
StatePublished - 1990
Externally publishedYes

Fingerprint

Microcomputers
Research
Personality
Demography
Students
Food
Innovativeness
Surveys and Questionnaires
Innovators
Purchase behavior
Demographics
Consumer innovativeness
Personality traits
Undergraduate students
Personal computer
Innovation

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 journalArticle

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