The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Innovativeness Importance (Technological)
The level of importance a consumer places on knowing about and owning new technological products is measured in this six item, seven-point Likert-type scale.
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