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Consumer Innovativeness Scale

CIJM-CNSTwo distinct aspects of consumer innovvativeness: Consumer Independent Judgment Making (CIJM) — the degree to which an individual makes innovation adoption decisions independently of the communicated experience of others; and Consumer Novelty Seeking (CNS) — the desire to seek out new product information and experiences. The two dimensions are theoretically and empirically independent (r=–0.07 to 0.15).

14 items 1995 α 0.84–0.92 Free Manning, K.C., Bearden, W.O. & Madden, T.J.

What it measures

Operationalises two conceptually distinct dimensions of consumer innovativeness grounded in Midgley & Dowling (1978) and Hirschman (1980). CIJM captures the tendency to make adoption decisions without relying on others' prior experiences — reflecting independence from social influence in the innovation adoption process. CNS captures the hedonic and informational motivation to seek out new products and experiences. The two dimensions are near-orthogonal (r=–0.11 to 0.15) and should always be scored separately. Alpha consistently strong across three samples: CIJM 0.84–0.87, CNS 0.84–0.92. CNS predicts 'actualised novelty seeking' (path beta=0.40) and correlates negatively with age; CIJM predicts new product trial (path beta=0.19).

Representative items

Prior to purchasing a new brand, I prefer to consult a friend that has experience with the new brand. (CIJM — R)
I decide to buy new products and services without relying on the opinions of friends who have already tried them. (CIJM)
I often seek out information about new products and brands. (CNS)
I frequently look for new products and services. (CNS)
I am continually seeking new product experiences. (CNS)

Citation

Manning, K.C., Bearden, W.O., & Madden, T.J. (1995). Consumer innovativeness and the adoption process. Journal of Consumer Psychology, 4(4), 329–345.

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