Options
When Innovativeness Whispers its Siren's Call: How Consumer Innovativeness Leads to New Product Adoption
Type
conference paper
Date Issued
2009-01-16
Author(s)
Schmidt, Svenja
Abstract
In the market of consumption goods, nearly all innovations are confronted with competition from substitutes in the same or similar product categories (Wood and Swait, 2002). Consumer innovativeness has therefore become a central topic in new product marketing in order to segment and better target so called early adopters (Foxall, 1995). Recently, two strands of research have developed within the adoption literature: one strand conceptualizing consumer innovativeness as an innate personality trait (e.g. Hurt et al., 1977), the other one comprising it as a so called cognitive style (e.g. Kirton, 1976). Both concepts have been shown to be related to each other as well as to innovation adoption. However, both are per se low in predictive validity of consumers' adoptive behavior (Roehrich, 2004). Building on these research challenges, the paper elaborates on the nature of consumer innovativeness and provides an integrative view of the construct, combining cognitive as well as personality factors. We articulate a conceptual framework that offers propositions regarding the working mechanisms of the innovation adoption process. Suggestions for future empirical evidence are provided.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
ESCP-EAP
Start page
20
Event Title
8th International Congress "Marketing Trends"
Event Location
Paris
Event Date
15.-17.01.2009
Subject(s)
Eprints ID
60744