Satisfied and Unwilling – Exploring Cognitive and Situational Resistance to Innovations

Heidenreich, Sven; Krämer, Tobias; Handrich, Matthias

doi:10.15444/gmc2014.03.02.03

Cited by 4 publications

(9 citation statements)

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“…Small revisions in response to the feedback and comments were made. For gathering the data, a quota-sampling strategy was employed to generate a representative sample (Heidenreich, Kraemer, and Handrich, 2016;Hennig-Thurau, Henning, and Sattler, 2007). Thus, potential participants were recruited according to a list of criteria that would ensure a representative sample concerning gender distribution, average age, income, and education of the German population.…”

Section: Datamentioning

confidence: 99%

Ready, Steady, Green: Examining the Effectiveness of External Policies to Enhance the Adoption of Eco‐Friendly Innovations

Heidenreich¹,

Spieth²,

Petschnig³

2017

J of Product Innov Manag

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The development and adoption of eco‐friendly innovations needs to be enhanced to reduce emissions caused by industry and transportation. Companies have been heavily investing in technologies and manufacturing processes to improve the development of eco‐friendly innovations such as alternative fuel vehicles (AFVs). While the long‐term viability of AFVs will be determined by consumer demand, only few consumers are willing to adopt these eco‐friendly innovations. To increase the diffusion of AFVs, it appears crucial to reach a critical mass of adopters and thus the point at which an innovation spreads exponentially through a target market. In this respect, previous research points to the importance of using external policies to turn the early majority into early adopters, which are primarily distinguished by their extent of innovativeness. However, diffusion theory suggests that consumer innovativeness as an innate trait is fairly stable over time and is thus not externally changeable. Yet, external measures might still be effective in strengthening effects of consumer innovativeness, turning the early and perhaps also the late majority into early adopters. Unfortunately, current research on consumer adoption behavior in general and on AFV adoption still lacks studies of the effectiveness of different external measures to turn potential adopters into early adopters by fostering positive effects of consumer innovativeness. This article addresses this shortcoming by empirically analyzing data from 1080 consumer evaluations in the domain of AFVs. Results from structural equation modeling confirm that AFV adoption relates positively to consumer innovativeness and that this effect can be intensified by providing external policies such as infrastructure, incentives, and communication policies.

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Section: Datamentioning

confidence: 99%

Ready, Steady, Green: Examining the Effectiveness of External Policies to Enhance the Adoption of Eco‐Friendly Innovations

Heidenreich¹,

Spieth²,

Petschnig³

2017

J of Product Innov Manag

Self Cite

View full text Add to dashboard Cite

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“…So far, theoretical contributions to the area of innovation resistance are limited to experimental studies with small and simpler products such as a USB cells [69] or mobile phones with an innovative battery technology [28]. Our study complements this research by examining the choice processes for complex innovations.…”

Section: Theoretical Contributionmentioning

confidence: 85%

“…Which behavior a consumer will engage in is not only due to the nature of the innovation but also to the personality of the consumer and their perceptions of the innovation, which in turn are shaped by the way it is presented [20], [28], [37], [38].…”

Section: Innovation Resistancementioning

confidence: 99%

“…In addition, only status quo satisfaction was considered as determinant for innovation resistance. Individual inclination to change was not examined although it plays a major role in innovation adoption decisions [28]- [30], [39].…”

Section: Overcoming Innovation Resistance With Choice Architecturementioning

confidence: 99%

“…Existing studies on innovation resistance are often limited to the fact that they test consumer resistance with simple and small innovations such as a USB cells [69] or mobile phones with an innovative battery technology [28]. Complex innovations usually require higher consumer commitment in terms of financial involvement or changes in habits and routines.…”

Section: Resistance Towards Complex Innovations: the Case Of Electricmentioning

confidence: 99%

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Overcoming Innovation Resistance beyond Status Quo Bias - A Decision Support System Approach (Research-in-Progress)

Stryja

Dorner

Riefle³

2017

Proceedings of the 50th Hawaii International Conference on System Sciences (2017)

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When innovative products and services are launched to the market, many consumers initially resist adopting them, even if the innovation is likely to enhance their life quality. Explanations for this behavior can also be found in specific personality traits and in general pitfalls of human decisionmaking. We believe that decision support systems (DSS) can help alleviate such innovation resistance. We propose a DSS design that addresses innovation resistance to complex innovations on an individual's cognitive level. An experimental study will be conducted to test the influence of different DSS modifications on the perception and selection of complex innovations. We aim to identify levers for reducing innovation resistance and to derive DSS design implications.

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The role of brand in overcoming consumer resistance to autonomous vehicles

Casidy

Claudy

Heidenreich

et al. 2021

Psychology and Marketing

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Consumer resistance is a major barrier to diffusing radical innovation into mainstream markets. While recent studies have highlighted the influence that brands might have on innovation adoption decisions, surprisingly little is understood about the role of brands in overcoming consumer resistance to radical innovation such as Artificial Intelligence (AI) technology. To address this, we investigate consumer resistance to AI‐powered technology in the context of autonomous vehicles. Specifically, this study builds on the self‐brand connection and brand concept literature to examine: (1) the mechanism through which self‐brand connection influences radical innovation adoption by mitigating consumer resistance; (2) how this mechanism is moderated by the brand concept (conservation vs. openness); and (3) how brands can effectively overcome consumer resistance through marketing communications. By means of three empirical studies, we find that self‐brand connections are positively associated with intentions to adopt radical innovation and that this effect is mediated by reduced risk barriers (Study 1). We further demonstrate that the influence of self‐brand connection is much lower for conservation brands than for openness brands (Study 2). Finally, we show that conservation brands can leverage consumers' self‐brand connection when they effectively enhance their innovation capabilities through marketing communications (Study 3).

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Satisfied and Unwilling – Exploring Cognitive and Situational Resistance to Innovations

Cited by 4 publications

References 0 publications

Ready, Steady, Green: Examining the Effectiveness of External Policies to Enhance the Adoption of Eco‐Friendly Innovations

Ready, Steady, Green: Examining the Effectiveness of External Policies to Enhance the Adoption of Eco‐Friendly Innovations

Overcoming Innovation Resistance beyond Status Quo Bias - A Decision Support System Approach (Research-in-Progress)

The role of brand in overcoming consumer resistance to autonomous vehicles

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