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Cognitive and emotional resistance to innovations: concept and measurement

Cristiano A.B. Castro (Department of Marketing, School of Business Administration, Fundacao Getulio Vargas, Sao Paulo, Brazil)
Felipe Zambaldi (Department of Marketing, School of Business Administration, Fundacao Getulio Vargas, Sao Paulo, Brazil)
Mateus Canniatti Ponchio (Escola Superior de Propaganda e Marketing, Sao Paulo, Brazil)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 4 July 2019

Abstract

Purpose

This paper aims to conceptualize two dimensions of active innovation resistance (AIR): cognitive active resistance and emotional active resistance. A scale to measure this construct is proposed and tested.

Design/methodology/approach

Three studies were conducted, with sample sizes of 195, 190 and 186, to test the discriminant, convergent, nomological and criterion validity of the proposed AIRc+e scale and to analyze its explanatory and predictive power. Data were gathered using the online platform of a US-based research company.

Findings

The authors provide evidence that AIR is a two-dimension construct comprising a cognitive and an emotional dimension. AIR was modeled as a third-order construct, comprising two second-order constructs, cognitive active resistance and emotional active resistance. The impact of adding an emotion dimension to active resistance was therefore assessed, and the results indicated that the explanatory and predictive power of the AIR measure improved as expected.

Practical implications

Consumers are most likely to resist innovations launched onto the marketplace, either prior to or after evaluating them. A better understanding of the reasons behind their resistance to innovation, as well as of its mechanisms, is of great importance in decreasing an innovation’s chances of failure.

Originality/value

This study proposes that incorporating emotion into the assessment of AIR will result in a deeper understanding of adoption and rejection behavior, expanding the current knowledge of consumer behavior in innovation-related, new product adoption and decisions.

Keywords

Citation

Castro, C.A.B., Zambaldi, F. and Ponchio, M.C. (2019), "Cognitive and emotional resistance to innovations: concept and measurement", Journal of Product & Brand Management, Vol. 29 No. 4, pp. 441-455. https://doi.org/10.1108/JPBM-10-2018-2092

Publisher

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Emerald Publishing Limited

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