Multiple-indicant approach for studying new product adopters

Abstract

Criticizes aspects of the traditional approach to identifying and studying innovators (i.e., select the 1st 21/2 or 10% to try a single new product and compare characteristics of these individuals to later triers and nontriers). In contrast, a 0-15 innovation proneness index was derived based on responses to experimental stimuli presented for 15 product classes. 60 female undergraduates (tested on form e of the rokeach dogmatism scale), confronted by 1 new and 4 old items in each product class, role-played purchase selections. Using this index, the hypothesis that low dogmatic individuals would make significantly more innovative responses than would high dogmatics was confirmed. (28 ref.) (PsycInfo Database Record (c) 2025 APA, all rights reserved)