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Overview"Every year, about 25,000 new products are introduced in the United States. Most of these products fail-at considerable expense to the companies that produce them. Such failures are typically thought to result from consumers' resistance to innovation, but marketers have tended to focus instead on consumers who show little resistance, despite these ""early adopters"" comprising only 20 percent of the consumer population. Shaul Oreg and Jacob Goldenberg bring the insights of marketing and organizational behavior to bear on the attitudes and behaviors of the remaining 80 percent who resist innovation. The authors identify two competing definitions of resistance: In marketing, resistance denotes a reluctance to adopt a worthy new product, or one that offers a clear benefit and carries little or no risk. In the field of organizational behavior, employees are defined as resistant if they are unwilling to implement changes regardless of the reasons behind their reluctance. Seeking to clarify the act of rejecting a new product from the reasons-rational or not-consumers may have for doing so, Oreg and Goldenberg propose a more coherent definition of resistance less encumbered by subjective, context-specific factors and personality traits. The application of this tighter definition makes it possible to disentangle resistance from its sources and ultimately offers a richer understanding of consumers' underlying motivations. This important research is made clear through the use of many real-life examples." Full Product DetailsAuthor: Shaul Oreg , Jacob GoldenbergPublisher: The University of Chicago Press Imprint: University of Chicago Press Dimensions: Width: 1.60cm , Height: 0.20cm , Length: 2.40cm Weight: 0.454kg ISBN: 9780226632605ISBN 10: 0226632601 Pages: 208 Publication Date: 12 June 2015 Audience: College/higher education , Professional and scholarly , Undergraduate , Postgraduate, Research & Scholarly Format: Hardback Publisher's Status: Active Availability: Out of stock  The supplier is temporarily out of stock of this item. It will be ordered for you on backorder and shipped when it becomes available. Table of ContentsReviewsA fascinating read. The real-world examples are supported by a review of a diverse range of scientific research, making this an interesting and useful read for entrepreneurs, product managers, researchers, and people who are generally interested in understanding the behavior of the majority of consumers. (Mel Fugate, Southern Methodist University) """A fascinating read. The real-world examples are supported by a review of a diverse range of scientific research, making this an interesting and useful read for entrepreneurs, product managers, researchers, and people who are generally interested in understanding the behavior of the majority of consumers."" (Mel Fugate, Southern Methodist University)" Author InformationShaul Oreg is associate professor of organizational behavior at the School of Business Administration at the Hebrew University of Jerusalem. He is a coeditor of The Psychology of Organizational Change. Jacob Goldenberg is professor of marketing at the Arison School of Business at the Interdisciplinary Center Herzliya, visiting professor at Columbia Business School, and the author or coauthor of several books, including Inside the Box. Tab Content 6Author Website:Countries AvailableAll regions |
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