Understanding the Mechanism of Consumer Resistance to Innovation: The Moderating Role of Psychological Consumption Values

Seminar abstract

Research has shown that most innovations fail due to consumer resistance to innovation (CRI). While prior research has investigated different types of barriers that lead to resistance, little has been done to understand how the effects of perceived barriers can be mitigated. Empirical research examining the detrimental consequences of CRI also remains scant. Drawing on prospect theory and innovation resistance literature, we investigate the moderating role of perceived psychological consumption values in the relationship between key drivers and CRI and study negative word-of-mouth (NWOM) as a key consequence of CRI. An empirical study tests the conceptual framework in the product (self-driving cars; n=313) innovation context. Study findings demonstrate the moderating role of psychological consumption values in mitigating the impact of barriers on CRI. The findings demonstrate that CRI is the key underlying mechanism that explicates how and why barriers influence NWOM.

How to join this seminar

This seminar is free to join with no need to register in advance.

We welcome you to join us online on Wednesday 15 June 2022 at 1pm.

Speaker bio

Iman Jana is a PhD candidate and Assistant Lecturer in Marketing at Essex Business School, University of Essex. His research interests include consumer behaviour, consumer resistance to innovation, and technology adoption with focus on smart innovations. He is an Associate Fellow of the HEA.