Advances in consumer innovation resistance research: A review and research agenda

Innovation resistance is an emerging area of research in marketing. This study delineates the state of the art in consumer innovation resistance literature and advances theoretical development in this area by providing a systematic review of 152 articles extracted from the Scopus database. The articles were analyzed using multipleperspective document co-citation analysis and content analysis, aided by CiteSpace and Leximancer, to identify intellectual foundations, research topics, contexts, and methods of existing literature. Based on the results of the review and expert interviews, this study then discussed six research avenues: (1) operationalizing innovation resistance; (2) factors leading to innovation resistance; (3) a process-based perspective; (4) the consequences of innovation resistance; (5) emerging key research contexts; and (6) strategies to overcome innovation resistance. The study contributes to an overall understanding of current literature on innovation resistance and reveals future research domains.

Automated summary

This study provides a systematic review of consumer innovation resistance literature, identifies key research directions, and contributes to the understanding of current literature in this emerging area of research.