Cognitive and Sensory Innovativeness Scale

What it measures

Derived from Pearson's (1970) Novelty Experiencing Scale, the CI-SI captures two conceptually distinct innovativeness profiles. Cognitive innovators score higher on need for cognition (r=0.26); sensory innovators score higher on arousal-seeking tendency (r=0.41) and impulsivity (r=0.22). Men score higher on sensory innovativeness; education correlates positively with cognitive innovativeness. Each scale has 4 internal items (self-reflective experiences) and 4 external items (outward behaviours). The scales should be scored and interpreted separately as they predict distinct adoption patterns across product categories. Alpha is modest (0.64–0.73) reflecting the breadth of each construct.

Response format

Each item rated on a Likert-type scale; scores averaged within each 8-item scale (4 internal + 4 external items per scale). Scored as averages not sums.

Scale items

Cognitive Innovativeness (8 items) — preference for mind-stimulating novel experiences. Likert-type scale; items averaged.

• Finding out the meaning of words I don't know.
• Trying to figure out the meaning of unusual statements.
• Thinking about different ways to explain the same thing.
• Figuring out the shortest distance from one city to another.
• Analysing my own feelings and reactions.
• Discussing unusual ideas.
• Thinking about why the world is in the shape it is in.
• Figuring out how many bricks it would take to build a fireplace.

Sensory Innovativeness (8 items) — preference for sense-stimulating, adventurous novel experiences. Likert-type scale; items averaged.

• Being on a raft in the middle of the Colorado River.
• Having a vivid dream with strange colors and sounds.
• Riding the rapids in a swift moving stream.
• Having a strange new feeling as I awake in the morning.
• Steering a sled down a steep hill covered with trees.
• Dreaming that I was lying on the beach with the waves running all over me.
• Walking across a swinging bridge over a deep canyon.
• Having vivid and unusual daydreams as I was riding along.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Each 8-item scale contains 4 internal (self-directed) and 4 external (outward-directed) items; scores are computed by averaging across both subsets within each scale. The CI and SI scales should be scored and interpreted separately. Alpha is modest but acceptable given the breadth of novelty experiencing constructs. Validated in student (n=326) and adult mail (n=240) samples. Cognitive innovators adopt products with utilitarian attributes; sensory innovators show stronger adoption of hedonic products.

Recommended companion scales

Citation

Venkatraman, M.P., & Price, L.L. (1990). Differentiating between cognitive and sensory innovativeness: Concepts, measurement, and implications. Journal of Business Research, 20(4), 293–315.

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