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Innovativeness: The Concept and Its Measurement
David F. Midgley and Grahame R. Dowling
Journal of Consumer Research
Vol. 4, No. 4 (Mar., 1978), pp. 229-242
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2488813
Page Count: 14
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The nature of innovativeness, and its relationship to adoption, are explored in this article. It is argued that innovativeness should be conceptualized at a higher level of abstraction, and that explicit recognition should be given to the complex communication processes intervening between this construct and observable behavior.
Journal of Consumer Research © 1978 Oxford University Press