Understanding the consumer’s tendency to adopt new products is an ever-present essential for successful marketing campaigns. This paper presents the findings from two empirical studies that investigate the relationship between consumer innovativeness, price-prestige sensitivity,
and need for emotion. A questionnaire survey was used to collect data in both studies from a sample of 668 respondents in two cities in England. The findings show that consumer innovativeness is determined by an individual’s sensitivity to price and their need for emotion. While innovative
consumers are sensitive in relating price to prestige, this dispositional relationship varies across products. Furthermore, the findings suggest that enjoyment, which facilitates emotional openness and receptivity, influences innovative consumers to take the emotional route, besides the price-prestige
route, to the adoption of new products. These findings have a number of important implications for marketers, particularly for the success of marketing campaigns targeted at innovative consumers who find enjoyment in using new products and are prestigiously sensitive to price.