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Concurrent validity of a measure of innovative cognitive style

Concurrent validity of a measure of innovative cognitive style Identifying innovative consumer segments remains an important goal for marketers of new products. This article examines the merits of a recently developed marketing oriented scale, called “open processing”, which is purported to measure an individual's openness or cautiousness tendencies with regard to new products, new sensations, new experiences, and information about them. In a test of the scale's concurrent validity, using self reports of new product trail/purchase behavior among female shoppers, the study found open processors to be more innovative than cautious processors, as was predicted. The study also explores the relationships between open processing, innovative behavior, and various demographic variables. Results indicated that (1) open processing is almost as strong a predictor of innovativeness as four commonly used demographic variables combined; and (2) that open processing is an influential moderator of the relationship between demographics and innovative behavior. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Concurrent validity of a measure of innovative cognitive style

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References (19)

Publisher
Springer Journals
Copyright
Copyright © Academy of Marketing Science 1984
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/bf02729494
Publisher site
See Article on Publisher Site

Abstract

Identifying innovative consumer segments remains an important goal for marketers of new products. This article examines the merits of a recently developed marketing oriented scale, called “open processing”, which is purported to measure an individual's openness or cautiousness tendencies with regard to new products, new sensations, new experiences, and information about them. In a test of the scale's concurrent validity, using self reports of new product trail/purchase behavior among female shoppers, the study found open processors to be more innovative than cautious processors, as was predicted. The study also explores the relationships between open processing, innovative behavior, and various demographic variables. Results indicated that (1) open processing is almost as strong a predictor of innovativeness as four commonly used demographic variables combined; and (2) that open processing is an influential moderator of the relationship between demographics and innovative behavior.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Dec 1, 1984

Keywords: Open Processing; Concurrent Validity; Moderator Variable; Cognitive Style; Consumer Research

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