Innovativeness (Use)

What it measures

Five items measure a consumer's curiosity about and motivation to experiment with a product by finding new and different ways to use it.

Response format

5-point Likert (1=strongly disagree, 5=strongly agree)

Scale items

• I am creative with __________.
• I am very curious about how __________ work.
• I am comfortable working on __________ projects that are different from what I am used to. [item may be truncated]
• I often try to do projects on my __________ without exact directions.
• I use a __________ in more ways than most people do.

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

Usage notes & scoring

Heavily based on Price and Ridgway's (1983) Use Innovativeness Index. Alpha .81. Applied to home computer use by Shih and Venkatesh (2004). Item 3 appears truncated—verify full wording against original article. Blanks should be replaced with the product name.

Recommended companion scales

Citation

Shih, C. F., & Venkatesh, A. (2004). Beyond adoption: Development and application of a use-diffusion model. Journal of Marketing, 68(1), 59–72.

Keywords