Four, seven-point items are used to measure how distinct and unexpected a particular object is viewed to be. As used by Kim, Han, and Yoon (2010), the object was an advertisement.
This three-item, seven-point scale is used to measure how new and different a product is compared to current products the consumer is aware of and the perceived impact it would have on the consumer's behavior.
This eleven item, seven-point scale measures the attitude a consumer has toward a specific new product. The scale is broad enough to tap not only into what a person thinks about a specified product, but also how it is thought others might respond to it. The scale was referred to as attractiveness of innovation.
This is a four-item, six-point, Likert-type scale measuring a shopper's innovativeness, particularly in relation to stores and brands. It was referred to as shopping innovation by Hawes and Lumpkin (1984).
This is a ten-item, seven-point Likert-type scale measuring the degree to which a person reports him/herself to be interested in trying a variety of marketing-entities things such as new stores, restaurants, and brands.
