Shaul Oreg and Jacob Goldenberg
- Published in print:
- 2015
- Published Online:
- January 2016
- ISBN:
- 9780226632605
- eISBN:
- 9780226237329
- Item type:
- book
- Publisher:
- University of Chicago Press
- DOI:
- 10.7208/chicago/9780226237329.001.0001
- Subject:
- Economics and Finance, Behavioural Economics
The book addresses the phenomenon of resistance to innovation, and its antecedents and manifestations. Countering the prevalent pro-innovation bias, we focus on those consumers who are last to adopt ...
More
The book addresses the phenomenon of resistance to innovation, and its antecedents and manifestations. Countering the prevalent pro-innovation bias, we focus on those consumers who are last to adopt innovations, under the premise that a better understanding of their underlying motivations can help innovation and change agents avoid or overcome resistance. We unravel in the book an overarching model of resistance, whereby sources of resistance are integrated, and an intriguing set of manifestations are discussed. In Part I, our focus is on the sources of resistance, with each chapter addressing a different source. In Chapter 1 our focus is on internal, psychological, sources of resistance, in the form of personality predispositions. In Chapter 2 we move to discuss the role of perceived harm as the main force driving resistance. In Chapter 3 we discuss the process through which innovations are introduced. Chapter 4 addresses the role of the context, or setting, within which innovations are launched. In Part II, we discuss three manifestations of resistance, starting with the consumer leapfrogging effect, in Chapter 5, through the role of negative word-of-mouth, in Chapter 6, and ending with the Saddle Effect in Chapter 7. The phenomena we present and arguments we make are based on rigorous empirical research and discussed in the book through many real-life examples of innovations that, often surprisingly, have been resisted.Less
The book addresses the phenomenon of resistance to innovation, and its antecedents and manifestations. Countering the prevalent pro-innovation bias, we focus on those consumers who are last to adopt innovations, under the premise that a better understanding of their underlying motivations can help innovation and change agents avoid or overcome resistance. We unravel in the book an overarching model of resistance, whereby sources of resistance are integrated, and an intriguing set of manifestations are discussed. In Part I, our focus is on the sources of resistance, with each chapter addressing a different source. In Chapter 1 our focus is on internal, psychological, sources of resistance, in the form of personality predispositions. In Chapter 2 we move to discuss the role of perceived harm as the main force driving resistance. In Chapter 3 we discuss the process through which innovations are introduced. Chapter 4 addresses the role of the context, or setting, within which innovations are launched. In Part II, we discuss three manifestations of resistance, starting with the consumer leapfrogging effect, in Chapter 5, through the role of negative word-of-mouth, in Chapter 6, and ending with the Saddle Effect in Chapter 7. The phenomena we present and arguments we make are based on rigorous empirical research and discussed in the book through many real-life examples of innovations that, often surprisingly, have been resisted.
Shaul Oreg and Jacob Goldenberg
- Published in print:
- 2015
- Published Online:
- January 2016
- ISBN:
- 9780226632605
- eISBN:
- 9780226237329
- Item type:
- chapter
- Publisher:
- University of Chicago Press
- DOI:
- 10.7208/chicago/9780226237329.003.0008
- Subject:
- Economics and Finance, Behavioural Economics
In this introductory chapter we discuss the phenomenon of resistance to innovation and the pro-innovation bias that characterizes the field. We define the concept of resistance to innovation, and ...
More
In this introductory chapter we discuss the phenomenon of resistance to innovation and the pro-innovation bias that characterizes the field. We define the concept of resistance to innovation, and introduce the overarching model that will be unravelled throughout the book. The model includes four sets of resistance predictors, including personal dispositions, perceived harm, the innovation introduction process, and the context within which the innovation is introduced. We then introduce the book's structure and discuss what we do, as well as what we do not, aim to cover in the book.Less
In this introductory chapter we discuss the phenomenon of resistance to innovation and the pro-innovation bias that characterizes the field. We define the concept of resistance to innovation, and introduce the overarching model that will be unravelled throughout the book. The model includes four sets of resistance predictors, including personal dispositions, perceived harm, the innovation introduction process, and the context within which the innovation is introduced. We then introduce the book's structure and discuss what we do, as well as what we do not, aim to cover in the book.
Shaul Oreg and Jacob Goldenberg
- Published in print:
- 2015
- Published Online:
- January 2016
- ISBN:
- 9780226632605
- eISBN:
- 9780226237329
- Item type:
- chapter
- Publisher:
- University of Chicago Press
- DOI:
- 10.7208/chicago/9780226237329.003.0009
- Subject:
- Economics and Finance, Behavioural Economics
In the Epilogue we summarize our main arguments and end with a note about the potential benefits of resistance. Resistance should not be classified as a negative force. It is a natural element in the ...
More
In the Epilogue we summarize our main arguments and end with a note about the potential benefits of resistance. Resistance should not be classified as a negative force. It is a natural element in the adoption process. As we discuss in Chapter 1, many individuals are inclined to resist changes.Marketers should therefore acknowledge thatthe innovativeness of adopters reflects their lack of the resistance that the majority exhibits. Resistance to innovation should also be seen as a positive factor, responsible for shaping the effective growth and evolution of ideas. Without resistance to innovation, firms would launch many unnecessary or even harmful products that would hinder progress altogether.Less
In the Epilogue we summarize our main arguments and end with a note about the potential benefits of resistance. Resistance should not be classified as a negative force. It is a natural element in the adoption process. As we discuss in Chapter 1, many individuals are inclined to resist changes.Marketers should therefore acknowledge thatthe innovativeness of adopters reflects their lack of the resistance that the majority exhibits. Resistance to innovation should also be seen as a positive factor, responsible for shaping the effective growth and evolution of ideas. Without resistance to innovation, firms would launch many unnecessary or even harmful products that would hinder progress altogether.
