I have relied on the Marketing Scales Handbooks over several years in academic and industry roles and look forward to using the newest edition. A seven on a seven-point satisfaction scale!
Innovativeness (Product Category)
A person's tendency to learn about and adopt innovations (new products) within a specific domain of interest is measured with six, five-point Likert-type items. The scale is intended to be distinct from a generalized personality trait at one extreme and a highly specific, single product purchase at the other extreme.
Key Words