Identifying Innovators in Consumer Product Markets
- 1 December 1992
- journal article
- research article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 26 (12) , 42-55
- https://doi.org/10.1108/03090569210022498
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.Keywords
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