ABSTRACT
Modernization is a macrosocial phenomenon that has been neglected in international marketing. At the same time, there is a paucity of research on the concept of innovativeness in LDCs. This empirical study uses path analysis to assess the impact of individual modernism, consumer modernism, and social class on innovativeness in Monterrey, Mexico. Innovativeness was measured by the degree of ownership of novel consumer durables. The results showed that innovativeness was overwhelmingly influenced by social class, but not by individual and consumer modernism. This suggests the greater importance of socioeconomic variables in predicting consumer behavior in developing nations.
