EXPLORING PASSIVE INNOVATION RESISTANCE — AN EMPIRICAL EXAMINATION OF PREDICTORS AND CONSEQUENCES AT THE COGNITIVE AND SITUATIONAL LEVEL

Abstract

Developing and marketing innovations is a major challenge for organisations. Thus, a large body of research has analysed factors influencing innovation adoption and identified passive innovation resistance (PIR) as a crucial inhibitor. However, extant studies failed to examine whether predictors and consequences vary for the two different types of PIR — cognitive and situational PIR. This research strives to address this gap by analysing data of 238 consumers using PLS structural equation modelling. With respect to predictors, corresponding results show that cognitive PIR is strongly enhanced by neuroticism and increases with age, while it is reduced by openness to experience. Situational PIR is reduced by openness to experience and is lower among men. The results also highlight that cognitive and situational PIR substantially differ with respect to consequences. Cognitive PIR represents a strong inhibitor for behavioural innovations, whereas situational PIR is a strong inhibitor of functional innovations.