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Motivated Consumer Innovativeness: Validation and Moderation

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  • B. VANDECASTEELE
  • M. GEUENS

    ()

Abstract

The objective of this follow-up paper was to further validate the new Motivated Consumer Innovativeness (MCI) scale of Vandecasteele and Geuens (2008), which takes four encompassing motivations to buy innovations into account. A combination of six studies (with about 2,500 respondents in total) confirmed the dimensionality, reliability and internal validity of the scale and its four dimensions. MCI did not suffer from social desirability bias. Moreover, the results of the studies indicate nomological and predictive validity for every MCI dimension. The final 4-dimensions MCI scale consists of 20-items and proves to measure more than existing Consumer Innovativeness scales: (1) it disproves the general consensus that older people are always significantly less innovative than younger people; (2) the different MCI dimensions fit into a different network of relationships (i.e., nomological network); (3) differently motivated innovative consumers attach greater importance to different values, and finally, (4) differently motivated innovative consumers have a different media usage.

Suggested Citation

  • B. Vandecasteele & M. Geuens, 2009. "Motivated Consumer Innovativeness: Validation and Moderation," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 09/550, Ghent University, Faculty of Economics and Business Administration.
  • Handle: RePEc:rug:rugwps:09/550
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    File URL: http://wps-feb.ugent.be/Papers/wp_09_550.pdf
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    References listed on IDEAS

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    1. Venkatraman, Meera P. & Price, Linda L., 1990. "Differentiating between cognitive and sensory innovativeness : Concepts, measurement, and implications," Journal of Business Research, Elsevier, vol. 20(4), pages 293-315, June.
    2. Beatty, Sharon E & Talpade, Salil, 1994. " Adolescent Influence in Family Decision Making: A Replication with Extension," Journal of Consumer Research, Oxford University Press, vol. 21(2), pages 332-341, September.
    3. B. Vandecasteele & M. Geuens, 2008. "Motivated Consumer Innovativeness: Concept and Measurement," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/532, Ghent University, Faculty of Economics and Business Administration.
    4. Gatignon, Hubert & Robertson, Thomas S, 1985. " A Propositional Inventory for New Diffusion Research," Journal of Consumer Research, Oxford University Press, vol. 11(4), pages 849-867, March.
    5. Vandecasteele, Bert & Geuens, Maggie, 2009. "Revising the myth of gay consumer innovativeness," Journal of Business Research, Elsevier, vol. 62(1), pages 134-144, January.
    6. Midgley, David F & Dowling, Grahame R, 1978. " Innovativeness: The Concept and Its Measurement," Journal of Consumer Research, Oxford University Press, vol. 4(4), pages 229-242, March.
    7. Ostlund, Lyman E, 1974. " Perceived Innovation Attributes as Predictors of Innovativeness," Journal of Consumer Research, Oxford University Press, vol. 1(2), pages 23-29, Se.
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    Cited by:

    1. B. Vandecasteele & M. Geuens, 2008. "Motivated Consumer Innovativeness: Concept and Measurement," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/532, Ghent University, Faculty of Economics and Business Administration.

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    Keywords

    Consumer innovativeness; Motivation; Scale validation;

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