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外文会议>AMA Summer Educators Conference
>I DON'T NEED IT AND I DON'T WANT TO - EXAMINING EFFECTS OF SITUATIONAL AND COGNITIVE RESISTANCE TO INNOVATIONS
【24h】
I DON'T NEED IT AND I DON'T WANT TO - EXAMINING EFFECTS OF SITUATIONAL AND COGNITIVE RESISTANCE TO INNOVATIONS
Since decades, the innovation literature reports high failure rates for innovations, ranging between 50 percent and 90 percent (e.g., Andrew and Sirkin 2003; Cierpicki, Wright, and Sharp 2000; Sivadas and Dwyer 2000). Yet, a closer look in the adoption literature reveals that most research focuses on positive outcomes of the adoption process and thus is subject to a so-called "pro-change" bias (e.g., Rogers 1976; Sheth 1981; Speier and Venkatesh 2002). In order to overcome "pro-change" bias we propose to incorporate the concept of passive innovation resistance. Passive innovation resistance is widely seen as generic innovation resistance evolving from an individual's inclination to resist changes (cognitive resistance) and a status quo satisfaction (situational resistance). Despite scientific acknowledgement of the relevance of resistance to change and status quo satisfaction for new product evaluation, empirical research into this topic is surprisingly scarce (Bagozzi and Lee 1999; Ellen, Bearden, and Sharma 1991; Nabih, Bloem, and Poiesz 1997). More specifically, to the best knowledge of the author no empirical evidence currently exists on whether and how different types of passive innovation resistance affect consumer evaluations of new products. Hence, the aim of this research is to examine whether and how cognitive-, situational- and dual-passive resistance may influence new product evaluation.
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