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This powerpoint outlines a new measure of innovativeness that is based on desire for quick adoption of new products. Instead of treating temporal innovativeness as the measure of time elapsed from innovation being launched into the market, and the person buying it (and confounding the issue with questions of distribution channels, awareness and promotional strategies), this version of temporal innovativeness as "degree to which the consumer desires to trial innovations prior to other members of the social system'. Basically, do you want to be faster to the new thing than your friends? If yes, then you're more innovative than your peer group members who want to wait until someone else has tried it first. There's a full scale in the ppt slide - if you want to use it, drop me an e-mail and I'll provide you with some of the prior results and references to assist you.
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Temporal InnovativenessTemporal Innovativeness
Dr Stephen DannAMPR, QUT
Dr Stephen DannAMPR, QUT
Temporal innovativenessTemporal innovativeness
• attitudinal measure – “the degree to which the adopter desires to be
the earliest member of their referent group to experience the innovation and the length of time that the adopter waits before adopting a new product”
• two factors– immediacy of experience – relative speed of adoption
• attitudinal measure – “the degree to which the adopter desires to be
the earliest member of their referent group to experience the innovation and the length of time that the adopter waits before adopting a new product”
• two factors– immediacy of experience – relative speed of adoption
Immediacy of ExperienceImmediacy of Experience
• degree to which the adopter is driven by a desire to trial innovations as soon as they are available. – expressed as a preference for speed of
adoption rather than novelty seeking• desires for novelty and stimulation can be
experienced independently of the speed of adoption.
• degree to which the adopter is driven by a desire to trial innovations as soon as they are available. – expressed as a preference for speed of
adoption rather than novelty seeking• desires for novelty and stimulation can be
experienced independently of the speed of adoption.
Relative speed of adoptionRelative speed of adoption
• degree to which the consumer desires to trial innovations prior to other members of the social system. – relative speed is heavily influenced by
individuals ability to • withstand social pressure • act according to their need for innovation• act independently of peer approval
– Delaying innovation adoption decision to seek peer clearance or to await peer reviews of the innovation will adversely impact on the time of adoption.
• degree to which the consumer desires to trial innovations prior to other members of the social system. – relative speed is heavily influenced by
individuals ability to • withstand social pressure • act according to their need for innovation• act independently of peer approval
– Delaying innovation adoption decision to seek peer clearance or to await peer reviews of the innovation will adversely impact on the time of adoption.
Making the MeasureMaking the Measure• operationalisation designed to address the specific criticisms of
the time of adoption approach to innovativeness
• Scale item generation– Previous measures of innovativeness
• Leavitt and Walton's (1975) openness of information processing scale, • Hurt, Joseph and Cook's (1977) global innovativeness scale, • Danko and MacLachlan's (1983) operationalisation of "venturesomeness"• Goldsmith and Flynn's (1992) domain specific level of innovativeness
scale • all contain items which measure temporal innovativeness in the context
of global innovativeness.
• Core sources– Leavitt and Watson's (1988) Innovativeness scale– Goldsmith and Hofacker's (1991) Domain Specific Innovativeness
scale
• operationalisation designed to address the specific criticisms of the time of adoption approach to innovativeness
• Scale item generation– Previous measures of innovativeness
• Leavitt and Walton's (1975) openness of information processing scale, • Hurt, Joseph and Cook's (1977) global innovativeness scale, • Danko and MacLachlan's (1983) operationalisation of "venturesomeness"• Goldsmith and Flynn's (1992) domain specific level of innovativeness
scale • all contain items which measure temporal innovativeness in the context
of global innovativeness.
• Core sources– Leavitt and Watson's (1988) Innovativeness scale– Goldsmith and Hofacker's (1991) Domain Specific Innovativeness
scale
The ScaleThe Scale1. The best time to try new products is as soon as they are
available.2. I will buy new products as soon as they are available.3. Compared to my friends I wait longer to try new products.*4. I prefer to wait until a product has been available on the
market for a reasonable time before I would try it.*5. In general, I prefer to wait for a while after a new product has
been introduced before I will trial it.*6. When I see a new brand on the shelf I just buy it to what it is
like.7. In general, I am among the first in my circle of friends to try
new products when they appear.8. I like to buy new products before other people do.
• Reverse items.
1. The best time to try new products is as soon as they are available.
2. I will buy new products as soon as they are available.3. Compared to my friends I wait longer to try new products.*4. I prefer to wait until a product has been available on the
market for a reasonable time before I would try it.*5. In general, I prefer to wait for a while after a new product has
been introduced before I will trial it.*6. When I see a new brand on the shelf I just buy it to what it is
like.7. In general, I am among the first in my circle of friends to try
new products when they appear.8. I like to buy new products before other people do.
• Reverse items.
ContributionContribution
• Innovativeness is conceptualised as – measure of actual behaviour (Rogers, 1995) – measurable personality trait (Gärling and Thøgersen,
2001).
• actual behaviour– Rogers (1995) viewed speed of adoption as the core
platform of innovativeness.
• personality trait based innovativeness – innate innovativeness (Hirschman, 1980) – domain specific innovativeness (Goldsmith & Hofacker,
1991; Goldsmith & Flynn, 1992) – cognitive style (Venkatraman, 1991) and – temporal innovativeness (Mittelstaedt et al. 1976).
• Innovativeness is conceptualised as – measure of actual behaviour (Rogers, 1995) – measurable personality trait (Gärling and Thøgersen,
2001).
• actual behaviour– Rogers (1995) viewed speed of adoption as the core
platform of innovativeness.
• personality trait based innovativeness – innate innovativeness (Hirschman, 1980) – domain specific innovativeness (Goldsmith & Hofacker,
1991; Goldsmith & Flynn, 1992) – cognitive style (Venkatraman, 1991) and – temporal innovativeness (Mittelstaedt et al. 1976).
ContributionContribution
• Moving from…– "relative time of adoption" as “elapsed time
between the introduction of an innovation into the social system and the consumer's self reported time of purchase”
• Moving to…– degree to which the consumer desires to trial
innovations prior to other members of the social system
• Moving from…– "relative time of adoption" as “elapsed time
between the introduction of an innovation into the social system and the consumer's self reported time of purchase”
• Moving to…– degree to which the consumer desires to trial
innovations prior to other members of the social system
Questions?Questions?
