A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness

TLDR

The study investigates antecedents of consumer innovativeness across multiple countries. The authors aim to test a framework that separates individual differences and national culture as antecedents of consumer innovativeness. They employ a framework that includes personal values, consumer-context-specific dispositions, and national cultural variables, testing hypotheses with data from 3,283 EU consumers. Empirical results broadly support the hypotheses, confirming that individual and national cultural variables predict consumer innovativeness across 11 EU countries.

Abstract

The authors examine antecedents of consumer innovativeness in a cross-national context. They propose a framework that distinguishes individual difference variables and national cultural variables. Two types of individual difference variables are considered: personal values and consumer-context-specific dispositions. The authors develop hypotheses pertaining to the main effects of the variables and their interactions and test them on data collected from 3283 consumers in 11 countries of the European Union. The empirical results are broadly supportive of the hypotheses. The cross-national data used in this study provide a strong test of the generalizability of the findings.