The DOI matches its OpenAlex record; 2 of the 2 references it cites were found in a registry or an index.
Successful Innovation Using Strategies to Reduce Consumer Resistance An Empirical Test
Abstract
This article focuses on a relatively neglected concept in new product management: innovation resistance. Specifically, it examines why consumers develop resistance to innovations at the attitude formation and intention-to-buy stages of their decision process, and what strategies marketing firms have within their direct control to reduce this resistance. S. Ram identifies two major sources of innovation resistance: perceived risk and cognitive resistance. These are studied in the context of four product groups and two distinct strategies to reduce innovation resistance. The results show that a strategy of innovation modification works to reduce resistance caused by perceived economic and functional risk. On the other hand, communication strategies can reduce resistance caused by perceived social or psychological risk. Sources of innovation resistance and appropriate strategies vary across different product groups.
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Cites
Experimental Design: Procedures for the Behavioral Sciences
Kirk, R. (2013) · doi:10.4135/9781483384733 · Cited by 8,539
The principle of congruity in the prediction of attitude change.
Osgood, C. E., & Tannenbaum, P. H. (1955) · Psychological Review · doi:10.1037/h0048153 · Cited by 1,700
Cited by
Hengstler, M., Enkel, E., & Duelli, S. (2016) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2015.12.014 · Cited by 661
Leong, L.-Y., Hew, T.-S., Ooi, K.-B., & Wei, J. (2020) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2019.102047 · Cited by 528
What Is the True Value of a Lost Customer?
Hogan, J. E., Lemon, K. N., & Libai, B. (2003) · Journal of Service Research · doi:10.1177/1094670502238915 · Cited by 275
Satisfied and unwilling: Exploring cognitive and situational resistance to innovations
Heidenreich, S., Kraemer, T., & Handrich, M. (2016) · Journal of Business Research · doi:10.1016/j.jbusres.2016.01.014 · Cited by 105
Eng, T.-Y., & Quaia, G. (2009) · Industrial Marketing Management · doi:10.1016/j.indmarman.2008.01.003 · Cited by 82
Metadata
- Authors
- Ram, S.
- Venue
- Journal of Product Innovation Management
- Publisher
- Wiley
- Published
- 1989-03-01
- Volume
- 6
- Issue
- 1
- Pages
- 20-34
- ISSN
- 0737-6782 (ISSN-L)
- OpenAlex
- W2065920751
- Cited by
- 227
- References
- 2
- FWCI
- 2.38
- Type
- journal article
- Language
- en
- Open access
- closed
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- Ram, S. (1989). Successful Innovation Using Strategies to Reduce Consumer Resistance An Empirical Test. Journal of Product Innovation Management. https://doi.org/10.1016/0737-6782(89)90011-8
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
