Cet article propose de considérer que l'innovativité, ou tendance à acheter les produits nouveaux, est l'expression de deux besoins: le besoin de stimulation et le besoin d'unicité. Il présente donc le processus de validation d'une échelle ayant deux dimensions appelées innovativité hédoniste et innovativité sociale. Les résultats obtenus confirment largement les hypothèses de départ.
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