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An exploration of consumer resistance to innovation and its antecedents

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

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.

Suggested Citation

  • Kleijnen, Mirella & Lee, Nick & Wetzels, Martin, 2009. "An exploration of consumer resistance to innovation and its antecedents," Journal of Economic Psychology, Elsevier, vol. 30(3), pages 344-357, June.
  • Handle: RePEc:eee:joepsy:v:30:y:2009:i:3:p:344-357
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    References listed on IDEAS

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    3. Hoisl, Karin & Stelzer, Tobias & Biala, Stefanie, 2015. "Forecasting technological discontinuities in the ICT industry," Research Policy, Elsevier, vol. 44(2), pages 522-532.
    4. Heidenreich, Sven & Kraemer, Tobias, 2015. "Passive innovation resistance: The curse of innovation? Investigating consequences for innovative consumer behavior," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 134-151.
    5. Hong, Areum & Nam, Changi & Kim, Seongcheol, 2017. "Analysis of the barriers that consumers encounter when smart home service is introduced in South Korea," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168486, International Telecommunications Society (ITS).
    6. Laukkanen, Tommi, 2016. "Consumer adoption versus rejection decisions in seemingly similar service innovations: The case of the Internet and mobile banking," Journal of Business Research, Elsevier, vol. 69(7), pages 2432-2439.
    7. Oktavianus, Jeffry & Oviedo, Helena & Gonzalez, Winiber & Putri, Andriani Pratama & Lin, Trisha T. C., 2017. "Why do Taiwanese young adults not jump on the bandwagon of Pokémon Go? Exploring barriers of innovation resistance," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168529, International Telecommunications Society (ITS).
    8. Rixen, Martin & Weigand, Jürgen, 2014. "Agent-based simulation of policy induced diffusion of smart meters," Technological Forecasting and Social Change, Elsevier, vol. 85(C), pages 153-167.
    9. Hengstler, Monika & Enkel, Ellen & Duelli, Selina, 2016. "Applied artificial intelligence and trust—The case of autonomous vehicles and medical assistance devices," Technological Forecasting and Social Change, Elsevier, vol. 105(C), pages 105-120.
    10. Chen, Peng-Ting & Kuo, Shu-Chen, 2017. "Innovation resistance and strategic implications of enterprise social media websites in Taiwan through knowledge sharing perspective," Technological Forecasting and Social Change, Elsevier, vol. 118(C), pages 55-69.
    11. von Rosenstiel, Dirk Peters & Heuermann, Daniel F. & Hüsig, Stefan, 2015. "Why has the introduction of natural gas vehicles failed in Germany?—Lessons on the role of market failure in markets for alternative fuel vehicles," Energy Policy, Elsevier, vol. 78(C), pages 91-101.
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    14. 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.
    15. Rodica IANOLE & Camelia COJOCARU & Cătălin NEDELCEA, 2015. "Drivers And Barriers For Video Technologies Adoption - An Exploratory Analysis On Students," SEA - Practical Application of Science, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 9, pages 155-165, December.
    16. Mirza Hassan Hosseini & Mohsen Delaviz & Hamed Derakhshide & Mojtaba Delaviz, 2016. "Factors Affecting Consumer Resistance to Innovation in Mobile Phone Industry," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 6(9), pages 497-509, September.
    17. Giacalone, Davide & Jaeger, Sara R., 2016. "Better the devil you know? How product familiarity affects usage versatility of foods and beverages," Journal of Economic Psychology, Elsevier, vol. 55(C), pages 120-138.
    18. repec:eee:tefoso:v:125:y:2017:i:c:p:334-344 is not listed on IDEAS
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    20. Liao, Shuling & Chou, Cindy Yunhsin & Lin, Tzu-Han, 2015. "Adverse behavioral and relational consequences of service innovation failure," Journal of Business Research, Elsevier, vol. 68(4), pages 834-839.
    21. Claudy, Marius C. & Michelsen, Claus & O'Driscoll, Aidan, 2011. "The diffusion of microgeneration technologies - assessing the influence of perceived product characteristics on home owners' willingness to pay," Energy Policy, Elsevier, vol. 39(3), pages 1459-1469, March.

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