Innovation resistance
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Customer resistance is one of the greatest risks to innovation. Resistance is a normal response to innovations from consumers. There are various reasons and levels of resistance from consumers, ranging from postponement to rejection to opposition, with common reasons including functional, economic, social, and risk-related factors. Overcoming resistance requires understanding the different types and reasons for resistance in order to implement solutions that reduce resistance and encourage adoption.
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Innovation resistance
- 1. SolvInnov.com Innovation Diffusion Innovation Adoption Innovation Resistance ✓ ✓ ?
- 2. SolvInnov.com Innovation Resistance customer resistance is usually one of the greatest risks to innovation Source: “Passive innovation resistance: The curse of innovation? Investigating consequences for innovative consumer behavior”, Heidenreich & Kraemer Source: ”Consumer Resistance To Innovations: The Marketing Problem And Its Solutions” Sheth & Ram “innovation resistance seems to be a normal, instinctive response of consumers”
- 3. SolvInnov.com Classic Innovation Adoption Decision Process Awareness / Knowledge Interest / Persuasion Evaluation / Decision Trial / Implementation Confirmation Continued Adoption Go for Adoption Rejection Discontinuance Later Adoption Continued Rejection Source: Rogers Diffusion of Innovations Adoption is through removing resistance
- 4. SolvInnov.com Updated Innovation Adoption Decision Process Evaluation / Decision Go for Adoption Rejection Continued Adoption Discontinuance Later Adoption Continued Rejection Opposition Rejection Postponement Trial / Implementation Confirmation No Resistance Postponement
- 5. SolvInnov.com Resistance Hierarchy Source: M. Kleijnen et al. (2009) An exploration of consumer resistance to innovation and its antecedents Postponement Rejection Opposition No Resistance
- 6. SolvInnov.com Reasons for Resistance (Sheth & Ram) Source: ”Consumer Resistance To Innovations: The Marketing Problem And Its Solutions” Sheth & Ram Postponement Rejection Opposition Resistance Functional Psychological Usage Value Risk Tradition Image
- 7. SolvInnov.com Reasons for Resistance (Kleijnen et al) Source: M. Kleijnen et al. (2009) An exploration of consumer resistance to innovation and its antecedents Postponement Rejection Opposition Physical Economic Functional Social Traditions & Norms Usage Patterns Perceived Image RISK
- 8. SolvInnov.com Resistance Hierarchy - Postponement Source: M. Kleijnen et al. (2009) An exploration of consumer resistance to innovation and its antecedents Postponement Rejection Opposition Physical Economic Functional Social Traditions & Norms Usage Patterns Perceived Image RISK
- 9. SolvInnov.com Resistance Hierarchy - Rejection Source: M. Kleijnen et al. (2009) An exploration of consumer resistance to innovation and its antecedents Postponement Rejection Opposition Physical Economic Functional Social Traditions & Norms Usage Patterns Perceived Image RISK
- 10. SolvInnov.com Resistance Hierarchy - Opposition Source: M. Kleijnen et al. (2009) An exploration of consumer resistance to innovation and its antecedents Postponement Rejection Opposition Physical Economic Functional Social Traditions & Norms Usage Patterns Perceived Image RISK
- 11. SolvInnov.com Resistance Hierarchy – Examples (not complete) Postponement Rejection Opposition Physical Economic Functional Social Traditions & Norms Usage Patterns Perceived Image RISK Google Glass (1st Edition) Supermarket self-service check-outs Electric Cars
- 12. SolvInnov.com Innovation Resistance – solutions can be simple Postponement Rejection Opposition Physical Economic Functional Social Traditions & Norms Usage Patterns Perceived Image RISK 1950’s Betty Crocker Instant Cake Mix Seen as not genuine cooking
- 13. SolvInnov.com Innovation Resistance – solutions can be simple Postponement Rejection Opposition Physical Economic Functional Social Traditions & Norms Usage Patterns Perceived Image RISK 1950’s Betty Crocker Instant Cake Mix Seen as not genuine cooking Continued Adoption + customer adds egg Adoption
- 14. SolvInnov.com Don’t forget to minimise resistance to innovation
Editor's Notes
- Innovation resistance, when compared to its sisters of diffusion and adoption, is a sadly neglected child. However, it is a strong candidate for why 94% of executives are disappointed with innovation performance.
- We see innovation failing again and again. Why? Well, a major factor is that customers resist innovations. In fact: “innovation resistance seems to be a normal, instinctive response of consumers” (Sheth and Ram, 1989) customer resistance is usually one of the greatest risks to innovation (Heidenreich & Kraemer, 2015).
- We turn to another classic insight from Rogers in his “Diffusion of Innovation” book. This time it is his innovation adoption decision process. And right in the middle is the stage we are interested in. The decision stage.
- As Ram, in his paper “A model of innovation resistance” says: “Adoption begins only after the initial resistance offered by the consumers is overcome”. So we could update Rogers’ process
- There exists a hierarchy of increasing level of resistance. From no resistance, through postponement, rejection and onto opposition.
- Sheth and Ram come up with a framework for resistance based around functional and psychological barriers. We find image and tradition barriers in the later. The former includes usage, value and risks barriers.
- These are from Kleijnan et al’s paper, which massage Sheth and Ram’s view and includes usage patterns.
- Postponement comes down, in general, to economic risks and usage patterns.
- Here’s 3 examples. Electric car’s are innovation consumers are postponing due to economic and traditions/norms (not worth it yet for consumers whose journey’s are longer than battery life) Self-service checkouts have social risks and are different usage patterns to normal Google glass (v1) lead to opposition.
- Whilst a partial urban myth, it’s a great story. In thr 50’s Betty Crocker instant cake mix was being rejected by its target market: housewifes. It was being seen as not genuine cooking.
- The “solution”? Well a psychologist did do a study and suggested making it harder. By requiring the housewife to mix in own eggs rather than just water, they gained an emotional involvement and felt they were doing something. Thus the resistance disappeared.