Measuring Innovation & Technology Acceptance (Marketing Scales Handbook)

There is little doubt that the health of economies in the modern world depend heavily on new products being routinely introduced and readily accepted by consumers. Given that, a book is ripe for development that provides consumer insight researchers with reliable measures that have been used by social scientists in the study of the adoption of innovations. This book contains descriptions and reviews of 30 multi-item scales that are especially relevant to the study of consumers' thoughts and behaviors regarding innovations, particularly those of a high-tech nature. Each review in the book has information about a scale's source, its psychometric quality, examples of who has used it in empirical research, and the questions/statements that compose the measure.

Dr. Gordon C. Bruner II (PhD, University of North Texas) is Professor Emeritus, Southern Illinois University. With over three decades in academia, Dr. Bruner's specialty is consumer behavior. He has considerable experience conducting consumer insight studies that require the development of relevant psychometrics. He is best known as the author of the long-running Marketing Scales Handbook series which has provided researchers around the world with easy access to thousands of multi-item measures. The library of measures he has built, the largest in the world, is housed at MarketingScales.com.