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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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    4. 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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    8. Boeuf, Benjamin, 2019. "The impact of mortality anxiety on attitude toward product innovation," Journal of Business Research, Elsevier, vol. 104(C), pages 44-60.
    9. Villanueva Orbaiz, María Luisa & Arce-Urriza, Marta, 2024. "The role of active and passive resistance in new technology adoption by final consumers: The case of 3D printing," Technology in Society, Elsevier, vol. 77(C).
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    11. Elena Freisinger & Sven Heidenreich & Christian Landau & Patrick Spieth, 2021. "Business Model Innovation Through the Lens of Time: An Empirical Study of Performance Implications Across Venture Life Cycles," Schmalenbach Journal of Business Research, Springer, vol. 73(3), pages 339-380, December.
    12. Hew, Jun-Jie & Lee, Voon-Hsien & Leong, Lai-Ying, 2023. "Why do mobile consumers resist mobile commerce applications? A hybrid fsQCA-ANN analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
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    14. 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.
    15. Agnes Hofmeister-Tóth & Agnes Neulinger, 2022. "The Importance and Realization of Personal Values and Cognitive Age," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 25-40.
    16. 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.
    17. 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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