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Global Consumer Innovativeness: Cross-Country Differences and Demographic Commonalities

Year: 2009

Type: article

Abstract: Despite extensive research on consumer innovativeness, the literature does not contain a parsimonious construct that has been validated for use across countries, demographics, and categories. This study attempts to fill this gap by studying consumer innovativeness across 15 major world economies. Significantly, the authors find that four negatively valenced items constitute a construct of innovativeness that seems reasonably applicable across most countries. Although this construct of innovativeness varies systematically from country to country, common demographic antecedents emerge across countries. Within these commonalities, a measure of innovativeness shows some distinct category × demographics and category × country differences.

Source: Journal of International Marketing

DOI: 10.1509/jimk.17.2.1

Authors: Gerard J. Tellis, Eden Yin, Simon Bell

Institutions: University of Southern California, University of Cambridge, The University of Melbourne

Language: English

Topic: Consumer Behavior and Market Dynamics

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W3123665391

FWCI: 30.04

Cites: 84

Cited by: 342

Related to: 10