Differentiating between cognitive and sensory innovativeness

Consumer innovativeness, or the desire for new experiences, is not an undifferentiated construct but can be distinguished as cognitive and sensory innovativeness. Cognitive (sensory) innovativeness is the preference for engaging in new experiences in order to stimulate the mind (senses). Psychometri...

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Bibliographic Details
Published inJournal of business research Vol. 20; no. 4; pp. 293 - 315
Main Authors Venkatraman, Meera P., Price, Linda L.
Format Journal Article
LanguageEnglish
Published New York Elsevier Sequoia S.A 01.06.1990
Subjects
Cognitive
Consumer behavior
Demographics
Measurement
Regression analysis
Studies
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Summary:Consumer innovativeness, or the desire for new experiences, is not an undifferentiated construct but can be distinguished as cognitive and sensory innovativeness. Cognitive (sensory) innovativeness is the preference for engaging in new experiences in order to stimulate the mind (senses). Psychometrically valid measures of these constructs are presented, and 2 studies are discussed that examine the differences between cognitive and sensory innovativeness. A study based on 326 undergraduate students shows that the innovativeness constructs differ in their relationship with other personality traits, such as preference for verbal-visual style of processing. Another study, based on the personal computer, food processor, and video cassette recorder purchase behavior of 245 respondents, shows that cognitive and sensory innovators differ in their responses to innovations and demographic profiles.
ISSN:0148-2963
1873-7978
DOI:10.1016/0148-2963(90)90008-2