Journal
JOURNAL OF BUSINESS RESEARCH
Volume 69, Issue 7, Pages 2440-2447Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2016.01.014
Keywords
Resistance to innovation; Situational passive resistance; Cognitive passive resistance; New product adoption
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Every company is buzzing innovation these days, while continuously launching new products. Yet previous studies point to high failure rates and suggest that most innovations get rejected due to consumers' innovation resistance. Within this respect, prior research acknowledges the role of passive innovation resistance as significant inhibitor for the adoption of new products. However, empirical evidence on whether and how different types of passive innovation resistance (i.e., cognitive and situational passive resistance) affect new product adoption still lacks. Using a scenario-based experiment (n = 307), this study delivers first empirical evidence that both resistance types are strong inhibitors for new product adoption. Results show that consumers with high cognitive or situational passive resistance show negative effects that are similar in their magnitude, whereas consumers with high levels of both dimensions exhibit the strongest predisposition to resist innovations. Hence, these consumers represent the most critical segment when launching new products. (C) 2016 Elsevier Inc All rights reserved.
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