ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Money Attitudes and Innovative Consumer Behavior: Hedge Funds in South Africa Steven Michael Burgess, University of Cape Town Nick Battersby, University of Cape Town Leonard Gebhardt, University of Cape Town Antony Steven, University of Cape Town ABSTRACT - Reports the results of a study conducted in a stratified probability sample of urban South Africans with a standard of living comparable to the West. Money attitudes are observed to have substantive and theoretically meaningful relations with intentions to engage in search, word-of-mouth, and alternative evaluation for a new and complex investment product, hedge funds. The study controls for exploratory buyer behavior tendencies, dispositional innovativeness, and sociodemographic characteristics in a covariance structure model. The importance of money attitudes is consistent with expectations for a society undergoing transition. Assesses factorial structure of all scales using confirmatory factor analysis approach. [to cite]: Steven Michael Burgess, Nick Battersby, Leonard Gebhardt, and Antony Steven (2005) ,"Money Attitudes and Innovative Consumer Behavior: Hedge Funds in South Africa", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 315-321. [url]: http://www.acrwebsite.org/volumes/9084/volumes/v32/NA-32 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.