Resource title

A Cross cultural study of consumer innovativeness

Resource image

image for OpenScout resource :: A Cross cultural study of consumer innovativeness

Resource description

This paper considers the impact of culture on new product adoption, a topic neglected in consumer research. Using a matched sample across multiple cultures, we study innovativeness toward ten home-office and high-end consumer electronics innovations. The paper attempts to gauge the importance of culture on individual innovativeness relative to other forces typically studied in the literature (i.e. various personal and perceptual factors). In particular, we consider the paradox presented by Rogers (1983): if an individual's innovativeness is driven by one's cosmopolitan tendencies, and cosmopolites, by definition, lack cultural ties, can culture affect innovativeness at the individual level? Our study suggests that the substantive answer is "no"

Resource author

Resource publisher

Resource publish date

Resource language


Resource content type


Resource resource URL

Resource license

Copyright INSEAD. All rights reserved