3 FORMS OF INNOVATION RESISTANCE - THE CASE OF RETAIL PAYMENT METHODS

Research on the market reaction to consumer innovations has almost exc lusively concentrated on the characteristics and behaviours of the ado pters of new products. Non-acceptance of innovations has generally bee n attributed to the failure of ''laggards'' to keep up with the times. From a study of the cognitive styles of users of debit and credit car ds, three varieties of innovation resistance were identified: rejectio n, postponement and opposition. It is suggested that innovation resist ance can no longer be regarded as a potentially negative aspect of tar get markets for new goods and services but rather a response based on rational choices. From a managerial perspective the reasons why new pr oducts are not accepted which may be identified from a qualitative res earch approach, should prove useful in further new product development . (C) 1998 Elsevier Science Ltd. All rights reserved.