Differentiating between cognitive and sensory innovativeness

Venkatraman, Meera; Price, Linda L.

doi:10.1016/0148-2963(90)90008-2

Cited by 299 publications

(245 citation statements)

References 23 publications

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“…Therefore, we suggest that for products carrying largely hedonic attributes, monetary promotions should be avoided while non-monetary actions are encouraged. Another interesting assumption is linked to the use of this tool to launch new products, given that this feeling is related to hedonic value perceptions (Kim, 2008;Venkatraman & Price, 1990), and the findings revealed a positive relationship between this perception and the intention to purchase a promoted product. (d) Nonmonetary promotions are more effective for reducing the perception of financial risk; i.e., discount promotions are not the most appropriate tools for encouraging the purchase of a product that evokes the perception of financial risk.…”

Section: Final Remarksmentioning

confidence: 99%

Moderating Effects of Sales Promotion Types

Santini

Sampaio

Perin

et al. 2015

BAR, Braz. Adm. Rev.

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This paper aims to analyze the influence sales promotion types have on the relationship between perception of financial risk and perception of utilitarian and hedonic value on consumer purchase intentions. To this end, an experiment was conducted involving 589 participants divided into two groups defined by distinct scenarios in which the sales promotion type (monetary vs. non-monetary) was manipulated. The working hypotheses predicted a direct and positive relationship between the perception of (hedonic and utilitarian) consumption value and purchase intention for a promoted product and a negative relationship between the perception of consumption value and the perception of financial risk. In addition, it was supposed that the sales promotion type would moderate these direct relationships and that a monetary promotion would have a stronger effect on the relationship between purchase intention and perceived product utility, whereas a non-monetary promotion would have a stronger effect on the other relationships (hedonic value and financial risk perceptions). Analysis of the outcomes supported the proposed hypotheses.

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Section: Final Remarksmentioning

confidence: 99%

Moderating Effects of Sales Promotion Types

Santini

Sampaio

Perin

et al. 2015

BAR, Braz. Adm. Rev.

View full text Add to dashboard Cite

show abstract

“…Consumer innovativeness has two subscales: cognitive innovativeness and sensory innovativeness. 22 While cognitive innovativeness could be associated with the use of either English or ethnic portal websites, sensory innovativeness was deemed to be linked to an inclination to try new things, and therefore a willingness to adopt the internet, and also a greater preference for English websites (rather than ethnic portals).…”

Section: Measuring Internet Behaviours: Scales and Variablesmentioning

confidence: 99%

“…25 Goldsmith 26 found that innovativeness predicts both frequency of online buying and intentions to purchase online. Venkatraman and Price 22 identifi ed two dimensions of innovativeness: cognitive and sensory. Those high in sensory innovativeness are likely to seek novel sensory experiences.…”

Section: Innovativenessmentioning

confidence: 99%

Exploring web language orientation in emerging markets: The case of Serbia and the Ukraine

James¹,

Torres-Baumgarten

Petković³

et al. 2008

J Target Meas Anal Mark

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This paper looks at the issue of language selection in international online communications. Traditionally, online communications have primarily been written in English, and justifi ed by the fact that English is the ' language of commerce ' . This assumption ignores the issue that local language use in international online communications could lead to better fi rm performance in international markets. While English may be appropriate in some circumstances, the effectiveness of online marketing communications may also be compromised. This issue is particularly relevant today as the number of non-English web users has surpassed the number of English-speaking web users, and as web penetration in developing markets continues to expand. While online user preference for English vis-à -vis a native language may vary by country, this paper argues that language selection for online communications must be given more serious consideration by multinationals in developing effective communication strategies, and that English should not automatically be considered the language of choice. The issue of language preference was investigated via an empirical study of web user preferences in two emerging markets: Serbia and the Ukraine. Seven psychographic scales were selected from the literature on the basis of their likelihood in differentiating between types of internet usage. The results suggest that country-by-country orientations are likely to vary -even within a region -and that these differences must be considered by international fi rms in devising effective internet communications.

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“…Two other researchers called Venkatraman & Price (1990) showed that the innovativeness has two dimensions including cognitive and sensory. These two researchers stated that the cognitive innovativeness is the tendency to adopt and employ the new products which leads to stimulation and excitement of the consumer mind, versus the sensory innovativeness which is the tendency of the consumer to employ the products which might stimulate the sensory excitement in him.…”

Section: Introductionmentioning

confidence: 99%

“…Sproles & Kendall (1986) presented a list of shopping styles of the consumers including 8 different decision making styles for purchasing. One of the consequences of differentiating cognitive and sensory innovativeness is that consumers who have these different predispositions may have different adoption behavior and decision-making styles (Venkatraman & Price, 1990).…”

Section: Introductionmentioning

confidence: 99%

The Influence of Cognitive Innovativeness on the Behavior and Style of Consumer Adoption: Implications for Electronic-Banking Service Adoption

Zarandi

Lotfizadeh²

2016

IJMS

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Cognitive Innovative consumers are an important market segment for marketers. Revenue from new products adopted by innovative consumers plays a pivotal role for many firms. Hence having a correct understanding from the behavior and style of their purchase helps the firms to create and implement effective marketing plans for the new products. The current study investigates the behavior and shopping style of cognitive innovative consumers in electronic banking services through a hierarchical perspective. This research is quantitative and is practical in terms of the purpose. Yet it is a field study in terms of data gathering. The statistical population of this research includes the students of Azad University of Qazvin in Iran and the sample size is 384 persons. The resulted findings from this research, verify the hierarchy perspective of consumer innovativeness, specially the fact that cognitive innovativeness and domain-specific innovativeness are the best combination of predicting the adoption of new product behavior. Moreover the adoption behavior of these consumers follows the quality consciousness style. Results show that banks should target the cognitive innovative customers in order to have a successful marketing in regards with attracting customers and increasing the revenues from selling the electronic banking services.

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Differentiating between cognitive and sensory innovativeness

Cited by 299 publications

References 23 publications

Moderating Effects of Sales Promotion Types

Moderating Effects of Sales Promotion Types

Exploring web language orientation in emerging markets: The case of Serbia and the Ukraine

The Influence of Cognitive Innovativeness on the Behavior and Style of Consumer Adoption: Implications for Electronic-Banking Service Adoption

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