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A Cross-cultural study of consumer innovativeness

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This paper considers the impact of culture on consumer innovativeness towards new products, a topic largely 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 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"

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