Consumer Resistance to Innovations: The Marketing Problem and its solutions

S. Ram (Assistant professor of marketing at the University of Arizona, Tucson)
Jagdish N. Sheth (Brooker Professor of Research in the Graduate School of Business at the University of Southern California and Director of the Center for Telecommunications Management)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 February 1989


Considers why customers resist innovations even though they are considered necessary and desirable. Identifies functional barriers such as usage, value, and risk, and psychological barriers such as tradition and image. Concludes that successful innovation lies not in bowing down to consumer resistance, but in understanding the causes and developing a marketing strategy to attack them.



S. Ram and Jagdish N. Sheth (1989) "Consumer Resistance to Innovations: The Marketing Problem and its solutions", Journal of Consumer Marketing, Vol. 6 No. 2, pp. 5-14

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Copyright © 1989, MCB UP Limited

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