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Innovativeness (Product Trial)

INNOPRODConsumer tendency to be among the first to try and buy new products
8 items 2003 α .87 Free Steenkamp, J. B. E. M., & Gielens, K.

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.

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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