International Journal of Research in Marketing vol:27 issue:4 pages:308-318
Existing Consumer Innovativeness scales ignore the multitude of motivation sources of buying innovations. The objective of this paper is to incorporate different motivations into a multi-dimensional innovativeness scale to better account for the consumer-product relation. A combination of an extensive literature review and five studies (with about 2,600 respondents in total) indicates that four types of motivations underlie Consumer Innovativeness: Functional, hedonic, social and cognitive. The proposed 20-item 4-dimensional Motivated Consumer Innovativeness (MCI) scale proves to be reliable and internally valid and does not seem to suffer from social desirability bias. Moreover, the results of the studies indicate predictive validity for every MCI dimension. This new scale proves to measure more than existing Consumer Innovativeness scales: The different MCI dimensions predict innovative purchase intentions better than both traditional and recently developed innovativeness scales and it disproves the general consensus that older people are always significantly less innovative than younger people. This MCI scale can serve as a tool for future research on efficiently and effectively segmenting and targeting (motivated innovative) consumers.