CONSUMER INNOVATIVENESS

In literature, consumer innovativeness is argued by innate innovativeness, domain-specific innovativeness and innovative behavior dimensions. because of the fact that innovative consumers follow innovations more, adopt easier and tend to introduce people around themselves; they are more valued in terms of marketing discipline. in this study, it was focused that what is consumer innovativeness, how changing in the historical process and how tried to be measured. in addition of those, problems in the area of consumer innovativeness to haven’t solved was emphasized and also we offered some suggestions to researchers studying in this area in the future.