Chapter 5 Consumer innovativeness and related traits

Question 1

What is consumer innovativeness? How is it measured?

Answer 1

How open are consumers to new ideas - first to try products and services. Critical indication of future success.
How to measure:
• A general innovativeness scale
• A domain-specific innovativeness scale (rock album)

Question 2

What is consumer dogmatism and how does it apply in the field of consumer behaviour

Answer 2

• Measures how rigid individuals are when displayed new information that might challenge existing beliefs
• High dogmatism – defensive/uncomfortable (marketers may use celebrities to break through)
• Low dogmatism – will consider unfamiliar beliefs (receptive to benefits of product/factual differences)

Question 3

What is social character and how does it apply in the field of consumer behaviour

Answer 3

• Ranges from inner-directedness to other-directedness
• Inner-directedness – relies on own inner values/standards when evaluating new products and are likely innovators. Receptive to benefits/factual differences
• Other-directedness – Look to others for guidance and are less likely to be innovators (receptive to adverts depicting social environments/celebrities)

Question 4

What is Need for uniqueness and how does it apply in the field of consumer behaviour

Answer 4

Avoid conformity to other people’s standards. More likely to make unique choices if wont be criticised

Question 5

What is Optimum stimulation level and how does it apply in the field of consumer behaviour

Answer 5

• People’s desired level of stimulation differ

* Those with higher OSL may be more open to innovate and explore

Question 6

What is Sensation seeking and how does it apply in the field of consumer behaviour

Answer 6

• Need for varied, novel and complex sensations and experiences and willingness to take risks for sake of the experiences - e.g. skydiving

Question 7

What is Variety or novel-seeking and how does it apply in the field of consumer behaviour

Answer 7

•	Degree of consumers variety-seeking
•	Exploratory purchase behaviour
•	Innovative
•	Vicarious exploration 
(e.g. oneplus)