Global Consumer Innovativeness: Cross-Country Differences and Demographic Commonalities

55 Pages Posted: 31 Jan 2009

See all articles by Gerard J. Tellis

Gerard J. Tellis

University of Southern California - Marshall School of Business, Department of Marketing

Eden Yin

University of Cambridge - Judge Business School

Simon J. Bell

University of Cambridge

Date Written: January 1, 2009

Abstract

Despite extensive research on consumer innovativeness, the literature does not contain a parsimonious construct that has been validated for use across countries, demographics, and categories. This study attempts to fill this gap by studying consumer innovativeness across 15 major world economies. The key results are that four negatively-valenced items constitute a good construct of innovativeness that seems reasonably applicable across most countries. While this construct of innovativeness varies systematically from country to country, common demographic antecedents emerge across countries. Within these commonalities, a measure of innovativeness shows some distinct category - demographics and category - country differences.

Keywords: Global innovation, consumer innovativeness, cross-cultural differences, new product adoption, cross-category differences

Suggested Citation

Tellis, Gerard J. and Yin, Eden and Bell, Simon J., Global Consumer Innovativeness: Cross-Country Differences and Demographic Commonalities (January 1, 2009). Available at SSRN: https://ssrn.com/abstract=1335551 or http://dx.doi.org/10.2139/ssrn.1335551

Gerard J. Tellis (Contact Author)

University of Southern California - Marshall School of Business, Department of Marketing ( email )

Hoffman Hall 701
Los Angeles, CA 90089-0443
United States
213-740-5031 (Phone)
213-740-7828 (Fax)

HOME PAGE: http://gtellis.net

Eden Yin

University of Cambridge - Judge Business School ( email )

Trumpington Street
Cambridge, CB2 1AG
United Kingdom

Simon J. Bell

University of Cambridge ( email )

Trinity Ln
Cambridge, CB2 1TN
United Kingdom

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