High in Emergent Nature Scale
HENEmergent Nature is the unique capability to imagine or envision how product or service concepts might be further developed so that they will be successful in the mainstream marketplace. High-emergent-nature consumers can 'fill in the blanks' for incomplete product ideas, visualise future uses, and identify mainstream appeal — arising from a unique combination of openness to experience, experiential and rational thinking styles, and creativity.
8 items
2010
α 0.93–0.94
Free
Hoffman, D.L., Kopalle, P.K. & Novak, T.P.
What it measures
The HEN scale identifies consumers who are optimally suited to co-develop new product concepts for mainstream markets. Validated across multiple studies with 1,000+ respondents including calibration and validation splits. Alpha 0.93–0.94. High-HEN consumers produce product concepts rated significantly more appealing by mainstream consumers than concepts from typical, lead-user, or innovative consumers — demonstrated across home delivery and oral care categories in both group and individual settings. HEN is distinct from but correlated with dispositional innovativeness (r=0.37) and domain-specific lead user status (r=0.39). High-HEN consumers tend to emphasise utilitarian attributes in concept development. Mean: M=36.88 (SD=9.78) in combined sample of 1,124.
Representative items
- When I hear about a new product or service idea, it is easy to imagine how it might be developed into an actual product or service.
- Even if I don't see an immediate use for a new product or service, I like to think about how I might use it in the future.
- When I see a new product or service idea, it is easy to visualize how it might fit into the life of an average person in the future.
- If someone gave me a new product or service idea with no clear application, I could 'fill in the blanks' so someone else would know what to do with it.
Citation
Hoffman, D.L., Kopalle, P.K., & Novak, T.P. (2010). The 'right' consumers for better concepts: Identifying and using consumers high in emergent nature to further develop new product concepts. Journal of Marketing Research, 47(5), 854–865.