Overcoming Consumer Resistance to Innovation

By Rosanna Garcia, F. Bardhi, Colette Friedrich. 2007

161 citations recorded by the source corpus.

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On the diffusion of toilets as bottom of the pyramid innovation: Lessons from sanitation entrepreneurs (2012, background): “In addition, different perceptions about new technologies and bias towards traditional solutions can lead to users ‘resistance’ to innovation [32].”
Habit slips: when consumers unintentionally resist new products (2017, background): “One example is both brands’ and consumers’ reluctance to adopt wines bottled with screw caps because of perceptions that this reflects inferior quality (Garcia et al. 2007).”
Understanding the Attitude-Behavior Gap for Renewable Energy Systems Using Behavioral Reasoning Theory (2013, background): “In innovation studies, researchers have also argued that products will be adopted more rapidly when consumers perceive them as compatible or in line with their personal values (e.g. Garcia, Bardhi, and Friedrich 2007; Karahanna 2006; Kleijnen, Lee, and Wetzels 2009).”