ABSTRACT
One explicit finding of our research shows that innovation begins and ends with the individual. The individual is the innovator or the recipient of innovation through scanning the environment for unsatisfied needs, wants, or desires. Individuals, with maturity, acquire experience with products, services, and technologies. They know what works well, what needs improvement, and when a change is required. Their acquired knowledge and experience are used to judge innovation and-consequently-changing (or continuing) purchase behaviors. If an item meets a new or unsatisfied need and the item offers better, lasting, or additional performance, then that item is judged as innovative.
