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).
Response format
7-point Likert (1=strongly disagree to 7=strongly agree); CIJM 6 items summed (range 6–42); CNS 8 items summed (range 8–56). CIJM item 1 and CNS item 5 require reverse scoring.
Scale items
Consumer Independent Judgment Making (CIJM) — Likert 1–7. Item 1 requires reverse scoring (R).
- Prior to purchasing a new brand, I prefer to consult a friend that has experience with the new brand. (R)
- When it comes to deciding whether to purchase a new service, I do not rely on experienced friends or family members for advice.
- I seldom ask a friend about his or her experiences with a new product before I buy the new product.
- I decide to buy new products and services without relying on the opinions of friends who have already tried them.
- When I am interested in purchasing a new service, I do not rely on my friends or close acquaintances that have already used the new service to give me information as to whether I should try it.
- I do not rely on experienced friends for information about new products prior to making up my mind about whether or not to purchase.
Consumer Novelty Seeking (CNS) — Likert 1–7. Item 5 requires reverse scoring (R).
- I often seek out information about new products and brands.
- I like to go to places where I will be exposed to information about new products and brands.
- I like magazines that introduce new brands.
- I frequently look for new products and services.
- I seek out situations in which I will be exposed to new and different sources of product information. (R)
- I am continually seeking new product experiences.
- When I go shopping, I find myself spending very little time checking out new products and brands.
- I take advantage of the first available opportunity to find out about new and different products.
Full scale items shown. Always cite the original source when using this scale in research.
Usage notes & scoring
CIJM item 1 ('Prior to purchasing a new brand, I prefer to consult a friend...') requires reverse scoring. CNS item 5 ('I seek out situations in which I will be exposed to new and different sources of product information') also requires reverse scoring per the original. CIJM and CNS are near-orthogonal and must not be aggregated into a single score. Mean scores: CIJM M=22.44 (SD=8.02), CNS M=32.54 (SD=11.22) in the n=141 student sample.
Recommended companion scales
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.
Keywords
#consumerinnovativeness#CIJM#CNS#noveltyseeking#independentjudgment#adoption#newproducts#individualdifferences#diffusion#informationseeking