S-Space College of Business Administration/Business School (경영대학/대학원) Institute of Management Research (경영연구소) 경영논집 경영논집 vol.33 (1999)
Resistance to Innovations : Psychological and Social Origins
- Bagozzi, Richard P.; Lee, Kyu-Hyun
- Issue Date
- 서울대학교 경영대학 경영연구소
- 경영논집, Vol.33 No.3, pp. 182-204
- Corporations develop new ideas, products, services or practices, termed innovations, which occur as discontinuous or continuous advances in response to competitive pressures, and attempt to promote these innovations, but many consumers refuse to accept innovations(Lee, 1994). Consumer resistance to innovations can be investigated from many points of view: the characteristics of innovations or adoptors, communication mechanisms, or the socio-cultural system. In this paper, we focus on the investigation of psychological and social origins of resistance, which exist in individual and group forms. Significantly, we argue that consumers resist innovations asd individuals and as members of a group in different ways at different stages of decision making. We suggest that it is important for marketers to understand both individual resistance and group resistance in order to successfully bring innovations into global markets.