Dogmatism and Innovation: A Replication

The need for a replication tradition within marketing research has been strongly emphasized by many researchers, e.g., [4]. The fact that recent studies [1, 2] have attempted to relate dogmatism and innovation proneness but reached opposite conclusions underscores this necessity and provides the basis for the replication. Jacoby [2] presented 60 unmarried, 18to 26-yearold female student volunteers at Purdue University with a set of 5 pictures of similar products and asked each to pick the one she would purchase if given the chance. Among the 15 sets of products, one product in each set was operationally defined as being innovative-a new brand or fashion or a functional change. Three product categories were used: clothing, cosmetics, and miscellaneous. Dogmatism was judged from scores on the Rokeach Dogmatism Test; as predicted, high dogmatics were found to be less innovative than low dogmatics.