How to Overcome Pro-Change Bias: Incorporating Passive and Active Innovation Resistance in Innovatio...
How to Overcome Pro-Change Bias: Incorporating Passive and Active Innovation Resistance in Innovation Decision Models
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Hoboken: Blackwell Publishing Ltd
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Language
English
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Hoboken: Blackwell Publishing Ltd
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Contents
Adoption literature is largely subject to a pro‐change bias; researchers mainly assume that consumers are open to change and thus interested in evaluating new products. However, consumers often reject innovations without considering their potential, such that the adoption process ends before it really has begun. The present study instead argues tha...
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How to Overcome Pro-Change Bias: Incorporating Passive and Active Innovation Resistance in Innovation Decision Models
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TN_cdi_proquest_miscellaneous_1835589582
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https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_miscellaneous_1835589582
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ISSN
0737-6782
E-ISSN
1540-5885
DOI
10.1111/jpim.12130
