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The development of a self-report scale to measure domain specific consumer innovativeness is described. A major problem faced by researchers interested in the diffusion of innovations has been the difficulty in measuring the innovativeness construct in a reliable and valid way. Several operationalizations have been proposed and are commonly used, yet none has received substantial evidence supporting its reliability and validity. A series of six studies describes the development and evaluation of a six-item, self-report scale to measure innovativeness within a specific domain of interest familiar to the consumer. The scale is shown to be easy to administer, highly reliable and valid, and adaptable across domains.at UQ Library on June 15, 2015 jam.sagepub.com Downloaded from

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