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Digital nudging to overcome cognitive resistance in innovation adoption decisions

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  • Carola Stryja
  • Gerhard Satzger

Abstract

Consumers often resist adopting innovations, even in cases where they acknowledge that these would be beneficial for them. Cognitive biases in consumers’ decision-making may trigger resistance to innovation. We explore cognitive biases’ effects in innovation adoption decisions. Further, we investigate how digital nudging can be used to mitigate this in order to increase the adoption likelihood for an innovation. We build a set of hypotheses and test them in a quasi-field experiment with 821 participants. We first show that the occurrence of cognitive biases correlates with an up to 44% lower likelihood of adopting an innovation. Second, we find that digital nudging can partially overcome resistance to innovation and can increase the innovation adoption likelihood. Our findings contribute to theory by explaining how resistance to innovation is built from a cognitive perspective and how nudging can be used to increase innovation adoption.

Suggested Citation

  • Carola Stryja & Gerhard Satzger, 2019. "Digital nudging to overcome cognitive resistance in innovation adoption decisions," The Service Industries Journal, Taylor & Francis Journals, vol. 39(15-16), pages 1123-1139, December.
    • Handle: RePEc:taf:servic:v:39:y:2019:i:15-16:p:1123-1139
    DOI: 10.1080/02642069.2018.1534960
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    Cited by:

    1. Lemken, Dominic, 2020. "When do defaults stick and when are they ethical? Taxonomy, sytematic review and design recommendations," DARE Discussion Papers 2005, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    2. 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).
    3. Malodia, Suresh & Kaur, Puneet & Ractham, Peter & Sakashita, Mototaka & Dhir, Amandeep, 2022. "Why do people avoid and postpone the use of voice assistants for transactional purposes? A perspective from decision avoidance theory," Journal of Business Research, Elsevier, vol. 146(C), pages 605-618.
    4. Lemken, Dominic, 2020. "When do defaults stick and when are they ethical? - taxonomy, systematic review and design recommendations," Key Food Choices and Climate Change Project 307568, Georg-August-Universitaet Goettingen, Department of Agricultural Economics and Rural Development.
    5. Attié, Elodie & Meyer-Waarden, Lars, 2022. "The acceptance and usage of smart connected objects according to adoption stages: an enhanced technology acceptance model integrating the diffusion of innovation, uses and gratification and privacy ca," Technological Forecasting and Social Change, Elsevier, vol. 176(C).

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