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Innovativeness: Consumer Innovattiveness – statswork

Innovativenes: Consumer Innovattiveness

The term consumer independent judgment-making (CUM), which is defined as the degree to which an individual makes innovation decisions independently of the communicated experience of others; and consumer novelty seeking (CNS), which is defined as the desire to seek out new product information.

Authors

Manning, Kenneth C , William O. Bearden, and Thomas J. Madden

Reliability and Validity

Coefficient alpha estimates of internal consistency were .86 and .92, construct reliability estimates (via LISREL) were .85 and .88, and variance extracted estimates (also via LISREL) were .52 and .59 for CUM and CNS, respectively. The CUM scale is composed of six items, and the CNS scale is composed of eight items. All items are 7-point scales ranging from strongly disagree to strongly agree. Item scores are summed within each scale to form overall index scores that can range from 6 to 42 for CUM, and from 8 to 56 for CNS

Administration, Analysis and Reporting

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