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An exploration of consumer resistance to innovation and its antecedents

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  • Kleijnen, Mirella
  • Lee, Nick
  • Wetzels, Martin
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    Abstract

    Although firms are faced by a large number of market introduction failures, research into a major driver of these failures, customer resistance to innovation, is surprisingly scarce. While most authors have investigated positive adoption decisions, this paper focuses instead on consumer resistance to innovation. The current study presents a conceptual framework which explicates the major components of consumer resistance: (1) rejection, (2) postponement, and (3) opposition, and discusses two main groups of antecedents to consumer resistance: (1) degree of change required and (2) conflicts with the consumer's prior belief structure. This framework is explored with both a literature review and a qualitative focus group study. These joint efforts result in the formulation of a model of consumer resistance. Finally, the authors discuss several relevant theoretical and strategic implications, and point out directions for future research.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Economic Psychology.

    Volume (Year): 30 (2009)
    Issue (Month): 3 (June)
    Pages: 344-357

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    Handle: RePEc:eee:joepsy:v:30:y:2009:i:3:p:344-357

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    Web page: http://www.elsevier.com/locate/joep

    Related research

    Keywords: Innovation Consumer resistance Focus groups;

    References

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    Cited by:
    1. Petschnig, Martin & Heidenreich, Sven & Spieth, Patrick, 2014. "Innovative alternatives take action – Investigating determinants of alternative fuel vehicle adoption," Transportation Research Part A: Policy and Practice, Elsevier, vol. 61(C), pages 68-83.
    2. Hans-Jürgen Engelbrecht, 2014. "A general model of the innovation - subjective well-being nexus," Journal of Evolutionary Economics, Springer, vol. 24(2), pages 377-397, April.

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