... in studies of wine innovators. Identifying Wine Innovators: A Test of the Domain Specific Innovativeness Scale Using Known Groups Dr Ronald E. Goldsmith, Marketing Department, College ofBusiness, Florida State University, Tallahassee, FL 32306-11100, USA Introduction Thefirstbuyers ofnew products...

...Ronald E. Goldsmith This article reports the findings from a survey on wine use and related consumer characteristics from 271 adult US consumers. A valid and reliable self‐report scale was used to measure wine innovativeness. Multi‐item scales also measured level of wine consumption, wine...