Consumer in the innovation economy: sociocultural aspects of formation and functioning

The functioning of the innovation economy presents the society with a number of social and cultural issues. One of them concerns the formation of an innovative personality, which is regarded by the majority of researchers as a personality open to experiments, innovation and change, a personality that has creative skills and is able not only to create but also to commercialize new scientific and technological developments, that is, a personality capable of producing innovation in the first place. Meanwhile, of equal importance for the functioning of the innovation economy is a personality that is ready to use innovative goods and services; that is why many countries carry out the research into the innovativeness of producers and consumers. The research findings help identify a group of innovator consumers, which is a key group for producers. Analyzing the innovator consumers' behavior in the market provides an opportunity to define their inherent personal qualities and to formulate their standard of consumption, the main characteristics of which are the absolutization of the value of the new, positive attitude to risk, dominance of the emotional component in consumption to the detriment of the rational component...