Authors: Gordon R. Foxall, Seema Bhate
Addresses: Department of Management, Keele University, Darwin Building, Staffordshire ST5 5BG, UK. University of Sunderland Business School, St. Peter's Campus, North Sands, Sunderland SR6 ODD, UK
Abstract: A test is reported of Midgley and Dowling|s contingency model of consumer innovativeness which ascribes adoption of new products to innate innovativeness mediated by product field interest and situational facilitation/inhibition. Kirton|s measure of adaptive-innovative cognitive style operationalises innate innovativeness, while Zaichkowsky|s measure of personal involvement assesses product field interest. Subjects (127 graduate business school students) were in programs that differed in required use of computer applications. While adaption-innovation and personal involvement explain overall computer use when situational effects are omitted, inclusion of task orientation renders the contribution of cognitive style non-significant. Cognitive style and personal involvement are related to separate elements of computer use. The results are thus non-supportive of the Midgley-Dowling theory. Suggestions for further research are made and a behaviouristic interpretation of the results is discussed as an alternative to the instrumentalist approach of the Midgley-Dowling model. Managerial implications of the findings are briefly considered.
Keywords: cognitive style; consumer theory; innovativeness; computing.
International Journal of Technology Management, 1999 Vol.17 No.1/2, pp.157-172
Published online: 04 Jul 2003 *Full-text access for editors Access for subscribers Purchase this article Comment on this article