Measuring Innovation & Technology Acceptance by Gordon Bruner

Author:Gordon Bruner
Language: eng
Format: mobi
Published: 2014-11-14T14:00:00+00:00

GADGET LOVING

Scale Description:

The scale is composed of eight, seven-point Likert-type statements that measure the degree to which a consumer expresses high intrinsic motivation to adopt and use innovative, technology-based goods and services. Those scoring high on the scale are referred to as gadget lovers.

Scale Origin:

The scale is original to Bruner and Kumar (2006, 2007). The scale was developed in a series of studies, some of the details of which are described in the published article (Bruner and Kumar 2007) but much more is in an unpublished paper (Bruner and Kumar 2006).

Scale Reliability:

Among the several times the scale was used, the alphas ranged from .89 (Study 4, 188 college students) to .94 (Study 3, 1,366 customers of a wireless provider). The temporal stability (three month test-retest) of the scale was examined in Study 4 with 71 students who had also completed the scale three months earlier. The test-retest correlation was .74.

Scale Validity:

Quite a bit of information bearing on the scale's validity is provided in the published version of the article (Bruner and Kumar 2007) and more is in the unpublished version (Bruner and Kumar 2006). In brief, support was provided for the scale's content, convergent, discriminant, and concurrent validities. One concern about the scale which the authors mentioned had to do with item #6 (below). It was weaker than the other items and is a candidate for elimination. To maintain the scale's content validity, the authors suggested replacing the item with something referring more generally to ongoing search activity, e.g., reading about new gadgets soon to be released is something I enjoy doing.

Comments:

See also Shoham and Pesämaa (2013) who re-examined the scale and not only found support for its psychometric quality but its cross-cultural generalizability as well.

References:

Bruner II, Gordon C. and Anand Kumar (2006), "Gadget Lovers," Office of Scale Research Technical Report #0602,

scaleresearch.siuc.edu/tr0602.pdf.

Bruner II, Gordon C., Anand Kumar (2007), “Gadget Lovers,” Journal of the Academy of Marketing Science, 35 (3), 329-339.

Shoham, Aviv and Ossi Pesämaa (2013), "Gadget Loving: A Test of an Integrative Model," Psychology & Marketing, 30 (3), 247-262.

Scale Items:

1. Despite their age, I love to play around with technological gadgets.

2. Even if they aren’t the newest things on the market, learning how to operate technological products is interesting to me.

3. Old or new, playing with technological products brings me a lot of enjoyment.

4. Others may not understand it but it’s kind of a thrill to play with products that have a high-tech component.

5. If I was alone for several hours I could entertain myself easily if I had lots of gadgets to play with.

6. Leafing through catalogs from high-tech vendors such as Sharper Image and Dell is something I like to do.

7. It is easy for me to spend a lot of time playing around with almost any kind of technological device.

8. Some people find it irritating but I enjoy figuring out how to get technological goods and services to work.

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