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Kleijen, Mirella; Lee, Nick J. and Wetzels, Martin (2009). An exploration of consumer resistance to innovation and its antecedents. Journal of Economic Psychology, 30 (3), pp. 344-357.
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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.
|Uncontrolled Keywords:||innovation,consumer resistance,focus groups,Economics and Econometrics,Applied Psychology,Sociology and Political Science|
|Divisions:||Schools_of_Study > Aston Business School > Marketing Group (ABS)|
|Deposited By:||Nic Felton|
|Deposited On:||26 Oct 2009 10:22|
|Last Modified:||18 Oct 2016 08:02|
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