TY - JOUR AB - 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. VL - 6 IS - 2 SN - 0736-3761 DO - 10.1108/EUM0000000002542 UR - https://doi.org/10.1108/EUM0000000002542 AU - Ram S. AU - Sheth Jagdish N. PY - 1989 Y1 - 1989/01/01 TI - Consumer Resistance to Innovations: The Marketing Problem and its solutions T2 - Journal of Consumer Marketing PB - MCB UP Ltd SP - 5 EP - 14 Y2 - 2024/03/28 ER -