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Satisfied and unwilling: Exploring cognitive and situational resistance to innovations

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  • Heidenreich, Sven
  • Kraemer, Tobias
  • Handrich, Matthias

Abstract

Every company is buzzing “innovation” these days, while continuously launching new products. Yet previous studies point to high failure rates and suggest that most innovations get rejected due to consumers' innovation resistance. Within this respect, prior research acknowledges the role of passive innovation resistance as significant inhibitor for the adoption of new products. However, empirical evidence on whether and how different types of passive innovation resistance (i.e., cognitive and situational passive resistance) affect new product adoption still lacks. Using a scenario-based experiment (n=307), this study delivers first empirical evidence that both resistance types are strong inhibitors for new product adoption. Results show that consumers with high cognitive or situational passive resistance show negative effects that are similar in their magnitude, whereas consumers with high levels of both dimensions exhibit the strongest predisposition to resist innovations. Hence, these consumers represent the most critical segment when launching new products.

Suggested Citation

  • Heidenreich, Sven & Kraemer, Tobias & Handrich, Matthias, 2016. "Satisfied and unwilling: Exploring cognitive and situational resistance to innovations," Journal of Business Research, Elsevier, vol. 69(7), pages 2440-2447.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:7:p:2440-2447
    DOI: 10.1016/j.jbusres.2016.01.014
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    References listed on IDEAS

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    Cited by:

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    2. Roper, Stephen & Bourke, Jane, 2022. "Innovating into trouble: When innovation leads to customer complaints," Research Policy, Elsevier, vol. 51(10).
    3. Sven Heidenreich & Katrin Talke, 2020. "Consequences of mandated usage of innovations in organizations: developing an innovation decision model of symbolic and forced adoption," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 279-298, December.
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    6. Hew, Jun-Jie & Leong, Lai-Ying & Tan, Garry Wei-Han & Ooi, Keng-Boon & Lee, Voon-Hsien, 2019. "The age of mobile social commerce: An Artificial Neural Network analysis on its resistances," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 311-324.
    7. Rieple, Alison & Snijders, Sylvia, 2018. "The role of emotions in the choice to adopt, or resist, innovations by Irish dairy farmers," Journal of Business Research, Elsevier, vol. 85(C), pages 23-31.
    8. Sun, Yang, 2021. "Case based models of the relationship between consumer resistance to innovation and customer churn," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    9. Huang, Dan & Jin, Xin & Coghlan, Alexandra, 2021. "Advances in consumer innovation resistance research: A review and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
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    11. Danilo Magno Marchiori & Silvio Popadiuk & Emerson Wagner Mainardes & Ricardo Gouveia Rodrigues, 2021. "Innovativeness: a bibliometric vision of the conceptual and intellectual structures and the past and future research directions," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(1), pages 55-92, January.
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    13. Boeuf, Benjamin, 2019. "The impact of mortality anxiety on attitude toward product innovation," Journal of Business Research, Elsevier, vol. 104(C), pages 44-60.
    14. Chaouali, Walid & Souiden, Nizar, 2019. "The role of cognitive age in explaining mobile banking resistance among elderly people," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 342-350.
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    16. Stefano Basilico & Nils Grashof, 2023. "The transition of brown regions: A matter of timing?," Jena Economics Research Papers 2023-003, Friedrich-Schiller-University Jena.
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