Domain-Specific Innovativeness Scale
DSIConsumer Innovativeness (Domain-Specific)
6 items
1991
α 0.75–0.90
Free
Goldsmith, R.E. & Hofacker, C.F.
What it measures
Measures the tendency to learn about and adopt new products within a specific domain of interest — the most widely used domain-specific consumer innovativeness scale. Unlike general personality measures of novelty-seeking, the DSI is adapted to specific product categories (e.g., technology, fashion, food), making it a stronger predictor of actual new product adoption within that domain.
Representative items
- In general, I am among the first in my circle of friends to buy a new [product category] when it appears.
- If I heard that a new [product category] was available in the store, I would be interested enough to buy it.
- Compared to my friends, I own a few [product category] products. (R)
- In general, I am the last in my circle of friends to know the names of the latest [product category]. (R)
- I will buy a new [product category] even if I haven't heard of it yet.
Citation
Goldsmith, R.E., & Hofacker, C.F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209–221.