Personality Typologies of the Retail Service Innovator

Introduction The fact that innovativeness is not a generalised across‐product category phenomenon serves to open it to individual market analysis. Consider, for example, that the characteristics of the appliance innovator and grocery product innovator are not identical. As a result, studies of an idiosyncratic nature appear to be highly desirable. Yet, studies of the innovator in the retail service sector have been extremely limited. For example, the only published studies in this area have involved word‐of‐mouth communication patterns for an automotive diagnostic service and the degree of innovator overlap between grocery product and service innovators.