Complexity of the Innovation
COTIThe degree of challenge a consumer perceives there to be in learning to use a new good or service
4 items
2006
α .90
Free
Wood, S. L.
What it measures
A three-item Likert-type scale designed to measure the degree of challenge a consumer perceives there to be in learning to use a new good or service.
Response format
7-point scale
Scale items
- How difficult do you expect/perceive the __________ to be to use?
- How long would it take to learn to use the __________?
- How much of a challenge is there in using the __________?
- As shown in #1, the phrasing of the items might need to change somewhat if administered before use of the innovation (expectations) vs. when participants have
Full scale items shown. Always cite the original source when using this scale in research.
Usage notes & scoring
Formal validity assessment was not reported by the original authors.
Citation
Wood, Stacy L. and C. Page Moreau (2006), “From Fear to Loathing? How Emotion Influences the Evaluation and Early Use of Innovations,” Journal of Marketing, 70 (3), 44-57.
Keywords
#customer#innovation#service