Does innate consumer innovativeness relate to new product/service adoption behavior? the intervening role of social learning via vicarious innovativeness

Subin Im, Charlotte H. Mason, Mark B. Houston

Research output: Contribution to journalArticle

87 Citations (Scopus)


Empirical studies provide an inconsistent picture of the relationship between an innovative personality predisposition (i.e., innate consumer innovativeness [ICI]) and innovative behavior (i.e., new product adoption behavior). Such inconsistencies suggest intervening variables that may mediate the relationship have not been considered. Using data from a panel of consumers (n∈=∈296 in a cross-sectional phase, n∈=∈147 in a matched, two-phase longitudinal analysis), we find that ICI does not directly influence adoption behavior but does so indirectly through two of three components of vicarious innovativeness (modeling and engagement in word of mouth but not exposure to advertising). Furthermore, despite the evidence that consumers' decision processes differ for service versus product adoption, extant studies largely ignore the role of ICI in new service adoption. Our findings suggest that vicarious innovativeness plays a similar intervening role in service contexts. Finally, divergent operationalizations of adoption behavior (ownership, relative time of adoption) appear to perform equally well.

Original languageEnglish
Pages (from-to)63-75
Number of pages13
JournalJournal of the Academy of Marketing Science
Issue number1
Publication statusPublished - 2007 Mar 1


All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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