: personality traits have been used tohelp differentiate between innovators and non-innovators. The success of new products often depends on the adoption ofthe product by innovators
provides a measure of how rigid a personis when confronted with new information. Consumers who are low in dogmatism are considered openminded (and more innovative) Those high in dogmatism (close-minded) are more likely tochoose established products.
Consumer social character
is a personality trait that ranges on acontinuum from inner-directness to outer-directness
Need for uniqueness (NFU):
- Inner-directed consumers: rely on own inner values whenevaluating new products and are likely to be innovators
- Other-directed consumers: look to others for direction and arelikely to be followers.
some consumers seek to be unique through the purchase, use, and even the disposal of goods.Consumers with high levels of NFU trait can resist conformity
Optimum Stimulation Level (OSL):
influences the consumer’s level of preferred lifestyle stimulation.Consumers high in OSL (i) tend to be more willing to take risks/ trynew products / be innovative / seek product related information;and (ii) may feel bored by their current lifestyle and seek outexciting services and activities
- Variety seeking
- Exploratory purchase behaviour: brand switching just toexperience new products.
- Vicarious exploration: seek information and thencontemplate the alternative (i.e. considers options).
- Use innovation: uses product in new / different way.