DIFFERENTIATING BETWEEN COGNITIVE AND SENSORY INNOVATIVENESS - CONCEPTS, MEASUREMENT, AND IMPLICATIONS

Contrary to previous research in the area, this article argues that consumer innovativeness, or the desire for new experiences, is not an undifferentiated construct but can be distinguished as cognitive and sensory innovativeness. Cognitive (sensory) innovativeness is the preference for engaging in new experiences with the objective of stimulating the mind (senses). The article presents psychometrically valid measures of these constructs and discusses two studies that examine the differences between cognitive and sensory innovativeness. One study, based on 326 undergraduate students, shows that the innovativeness constructs differ in their relationship with other personality traits, such as preference for verbal/visual style of processing. The other study, based on the personal computer, food processor, and video cassette recorder purchase behavior of 245 respondents, shows that cognitive and sensory innovators differ in their responses to innovations and demographic profiles. The research and managerial implications of these findings are discussed. © 1990.