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.

Representative items

• Finding out the meaning of words I don't know. (Cognitive)
• Trying to figure out the meaning of unusual statements. (Cognitive)
• Being on a raft in the middle of the Colorado River. (Sensory)
• Riding the rapids in a swift moving stream. (Sensory)
• Discussing unusual ideas. (Cognitive)

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.