Consumer perceived product innovativeness: scale development, calibration and validation

Purpose Perceived product innovativeness has been addressed in the literature, but mostly from the firm’s viewpoint, even though end consumers play a key role in selecting new innovative products within competitive offerings, leading to their market success. Drawing on previous research, the authors acknowledged that the concept is multidimensional, and they positioned this study as a scale development work that harmonizes the key dimensions of consumer perceived product innovativeness (CPPI). Design/methodology/approach Based on a qualitative and quantitative five-phase study using multiple samples of consumers drawn from the USA, the purpose of this study is to describe the development, calibration and validation of measures assessing a CPPI scale. Findings The findings suggested that CPPI has four dimensions, namely, aesthetics, product effectiveness, novelty and usage friendliness, and a valid and reliable 16-item battery was introduced to measure it. Originality/value This study constitutes a significant evolution in the understanding of the CPPI construct, developed as a multidimensional measurement scale and its applications in future studies. Specifically, this study’s theoretical and empirical investigation represents a leap forward for the product (and brand) management literature with the intent to help academics better circumscribe the domain of product innovativeness from the customers’ perspective. This study can also assist new product development managers in better developing new products aimed at end consumers.