Domain-Specific Innovativeness Scale

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.

Response format

Likert (1–5, strongly disagree to strongly agree)

Scale items

• In general, I am among the first in my circle of friends to purchase 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.
• I will buy a new [product category] even if I haven't heard of it yet.
• I know more about new [product category] than other people do.
• In general, I am the last in my circle of friends to know the names of the latest new [product categories]. (R)
• I will not buy a new [product category] if I haven't tried it yet. (R)

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

(R)=reverse-scored. Adapt [product category] to the specific domain under study. Score = mean. Higher = greater domain-specific innovativeness. Predicts new product adoption, trial of new services, and early adopter behaviour within the specified category. Related to Rogers' (1962) diffusion of innovations framework.

Recommended companion scales

Citation

Goldsmith, R.E., & Hofacker, C.F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209–221.

Keywords