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 inno
vativeness 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.
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