The relationship between affect and consumers’ resistance to innovation

• Ano de defesa: 2018
• Autor(a) principal: Castro, Cristiano do Amaral Britto de
• Orientador(a): Zambaldi, Felipe
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Palavras-chave em Português: Resistência à inovação; Resistência ativa à inovação; Resistência ativa afetiva; Resistência ativa cognitiva; Resistência passiva à inovação
• Palavras-chave em Inglês: Consumers’ resistance to innovation; Active innovation resistance; Affective active resistance; Cognitive active resistance; Passive innovation resistance
• Link de acesso: https://hdl.handle.net/10438/20687

The Diffusion of Innovation literature is based on well succeeded products and present a pro-change bias, an assumption that innovations are positive and will be adopted by all consumers. However, a large portion of new products fail and those that do not fail are not promptly adopted, indicating that consumers’ natural response to innovations is resistance. Despite its relevance to both researchers and managers, little research has been conducted toward a deeper understanding of consumers’ resistance to innovation. The extant literature presents two types of resistance, Passive Innovation Resistance (PIR) which is the antecedent of Active Innovation Resistance (AIR). Notwithstanding the indications that affect plays a major role in consumers’ decision-making process, mostly cognitive factors are listed as antecedents of both. Thus, the studies herein aim to evaluate the impact of affect on consumers’ resistance to innovation. In a series of studies based on structural modelling, it is presented here indications of the moderating role of affective state in the relationship between PIR and AIR, as well as of the existence of both cognitive and affective active resistance to innovation. Considering both forms of AIR yields higher explanatory and predictive power as to intention to adopt that considering only the cognitive form of AIR, which is the prevailing understanding of AIR in the literature. Also, the affective form of AIR alone is shown to provide better results that the cognitive form alone.