Standard Article

Consumer Innovativeness

Part 3. Consumer Behavior

  1. Gerard J. Tellis1,
  2. Eden Yin2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03009

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Tellis, G. J. and Yin, E. 2010. Consumer Innovativeness. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. 1

    University of Southern California, Los Angeles, CA, USA

  2. 2

    Cambridge University, Cambridge, UK

Publication History

  1. Published Online: 15 DEC 2010

Abstract

This article defines consumer innovativeness and describes its measurement, dimensions, and demographic and category correlates.

Keywords:

  • consumer innovativeness;
  • innovation;
  • new product adoption;
  • sales takeoff