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An exploration of consumer resistance to innovation and its antecedents
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Kleijnen, Mirella, Lee, Nick and Wetzels, Martin (2009) An exploration of consumer resistance to innovation and its antecedents. Journal of Economic Psychology, 30 (3). pp. 344-357. doi:10.1016/j.joep.2009.02.004 ISSN 0167-4870.
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Official URL: http://dx.doi.org/10.1016/j.joep.2009.02.004
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.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | Journal of Economic Psychology | ||||
Publisher: | Elsevier BV | ||||
ISSN: | 0167-4870 | ||||
Official Date: | 2009 | ||||
Dates: |
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Volume: | 30 | ||||
Number: | 3 | ||||
Page Range: | pp. 344-357 | ||||
DOI: | 10.1016/j.joep.2009.02.004 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published |
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