Motivated Consumer Innovativeness Scale

What it measures

A 20-item, four-dimensional scale measuring consumer innovativeness as a function of underlying purchase motivation rather than innovativeness as a unidimensional personality trait. Developed across five studies with approximately 2,600 respondents using item generation from literature, depth interviews, and quantitative exploratory research; refined through exploratory and confirmatory factor analysis; and validated for convergent, discriminant, predictive, and test–retest reliability. The four dimensions — functional (buying innovations for performance and task management improvement), hedonic (buying innovations for sensory and affective stimulation), social (buying innovations to differentiate oneself and impress others), and cognitive (buying innovations for intellectual stimulation) — each demonstrate strong internal consistency and predictive validity for corresponding innovation purchase intentions, outperforming both the Venkatraman and Price (1990) Cognitive/Sensory Innovativeness scale and the Tellis et al. (2009) Global Consumer Innovativeness scale.

Representative items

• fMCI: If a new time-saving product is launched, I will buy it right away.
• hMCI: Using novelties gives me a sense of personal enjoyment.
• sMCI: I love to use innovations that impress others.
• cMCI: I mostly buy those innovations that satisfy my analytical mind.

Citation

Vandecasteele, B., & Geuens, M. (2010). Motivated Consumer Innovativeness: Concept, measurement, and validation. International Journal of Research in Marketing, 27(4), 308–318.