publication . Research . 1986

Cognitive style and consumer innovativeness

Foxall, Gordon R.; Haskins, Christopher;
Open Access English
  • Published: 01 Jan 1986
  • Publisher: Cranfield School of Management
  • Country: United Kingdom
The identification of consumer innovators offers marketing managers the opportunity to tailor new products to the buyers who initiate the diffusion of innovations. Progress has been made in identifying such consumers in economic and social terms, but there are advantages of cost and convenience in isolating the personality profiles of innovators, especially during prelaunch product testing. But innovative consumers' distinctive personality traits have proved elusive. This paper reports an investigation of innovative brand choice in the context of new food product purchasing which employed the Adaption-Innovation Inventory (KAI). This highly reliable test of cogn...
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Research . 1986
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