Use Innovativeness Scale
USE-INNUse innovativeness (or variety seeking in product use) refers to the use of previously adopted products in novel ways — not the adoption of new products per se, but the creative repurposing and creative extension of existing products. Encompasses five factors: creativity/curiosity, risk preferences, voluntary simplicity, creative reuse, and multiple use potential.
44 items
1983
α 0.56–0.86
Free
Price, L.L. & Ridgway, N.M.
What it measures
One of the most expansive innovativeness scales in the marketing literature, capturing creative product use rather than new product adoption. Mean total score 199 (range 112-299). Subscale alphas: Creativity/Curiosity 0.86, Risk Preferences 0.70, Voluntary Simplicity 0.64, Creative Reuse 0.82, Multiple Use Potential 0.56. Factor intercorrelations 0.14-0.65. Validated with calculator usage as criterion measure — high scorers showed significantly greater variety in calculator use. Conceptually distinct from adoption innovativeness (which focuses on being first to buy new products) — use innovativeness focuses on creative product extension after adoption.
Representative items
- I am very creative when using products. (Creativity/Curiosity)
- I often buy a food item for a particular recipe but end up using it for something else. (Multiple Use)
- I save broken appliances because I might be able to use the parts from them. (Creative Reuse)
- I like to make clothing or furniture for myself and my family. (Voluntary Simplicity)
- I'm afraid to buy a product I don't know how to use. (Risk Preferences — R)
Citation
Price, L.L., & Ridgway, N.M. (1983). Development of a scale to measure use innovativeness. Advances in Consumer Research, 10, 679–684.