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.

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.

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