Innovativeness (Product Trial)

What it measures

Eight items measure the degree to which a consumer reports being among the first to try new products and brands, reflecting exploratory buying behaviour and openness to novelty.

Response format

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

Scale items

• When I see a new product on the shelf, I'm reluctant to give it a try. (r)
• In general, I am among the first to buy new products when they appear on the market.
• If I like a brand, I rarely switch from it just to try something new. (r)
• I am very cautious in trying new and different products. (r)
• I am usually among the first to try new brands.
• I rarely buy brands about which I am uncertain how they will perform. (r)
• I enjoy taking chances in buying new products.
• I do not like to buy a new product before other people do. (r)

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

Usage notes & scoring

Revised from Steenkamp et al. (1999). Alpha .87. Items 1, 3, 4, 6, and 8 are reverse-scored.

Recommended companion scales

Citation

Steenkamp, J. B. E. M., & Gielens, K. (2003). Consumer and market drivers of the trial probability of new consumer packaged goods. Journal of Marketing, 67(4), 1–22.

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