Journal of the Academy of Marketing Science

, Volume 19, Issue 3, pp 209–221

Measuring consumer innovativeness

  • Ronald E. Goldsmith
  • Charles F. Hofacker

DOI: 10.1007/BF02726497

Cite this article as:
Goldsmith, R.E. & Hofacker, C.F. JAMS (1991) 19: 209. doi:10.1007/BF02726497


The development of a self-report scale to measure domain specific consumer innovativeness is described. A major problem faced by researchers interested in the diffusion of innovations has been the difficulty in measuring the innovativeness construct in a reliable and valid way. Several operationalizations have been proposed and are commonly used, yet none has received substantial evidence supporting its reliability and validity. A series of six studies describes the development and evaluation of a six-item, self-report scale to measure innovativeness within a specific domain of interest familiar to the consumer. The scale is shown to be easy to administer, highly reliable and valid, and adaptable across domains.

Copyright information

© Academy of Marketing Science 1991

Authors and Affiliations

  • Ronald E. Goldsmith
    • 1
  • Charles F. Hofacker
    • 1
  1. 1.Florida State UniversityUSA

Personalised recommendations