Can Someone suggest scales to assess the consumer resistance to innovation?
Hello, in this article you will find a scale for passive innovation resistance:
http://www.worldscientific.com/doi/abs/10.1142/S1363919613500217
You can work on consumer innovativeness which impacts innovative behaviour
Maybe you can take a look at the Technology Acceptance Model.
The Media and Technology Usage and Attitudes Scale: An empirical
investigation
L.D. Rosen ⇑, K. Whaling, L.M. Carrier, N.A. Cheever, J. Rokkum
California State
Across the course of 15 years in leading product development teams an internal (to my employer) measure seems to have similar traits in the cognitive and psychological area as the paper published in the Journal of Product Innovation Management "Successful innovation using strategies to reduce consumer resistance: An empirical test ".
As I did not publish a paper on the approach and findings I can briefly describe the outcomes here.
Summary.When validating new concepts or innovations with members of the target user audience, the level of perceived usefulness and desirability was inversely proportional to the level of abstraction in which the concept or innovation was described. Concepts or innovations may be rejected by users in the target audience or consumer group if the concept or innovation has lower resolution or fidelity in it's presentation form.
It is thought that the more abstract or new an idea or concept is, the more difficult it is for the target consumer / user group to effectively assess it. It is therefore considered that concept resolution (fidelity) profoundly impacts cognitive and psychological perceptions.
Methodology Background
The following process was repeated in various countries worldwide and the concept or innovation tested were all of the same concept. In other words the concept in A, B, C and D are the same concept only with different levels of resolution.
A. If the new concept or innovation is described in text only - the level of usefulness was poorly perceived and scored lowest.
B. A text description with a simple 2D drawing of the concept or innovation was perceived as marginally better than the text description alone and scored somewhat higher.
C. Text description with the drawing and a full size 3D non functional mock up of the concept was more clearly understood and the perceived usefulness and desirability score move significantly higher than those assessing these things under A. and B. above.
D. A fully functional prototype that the user could literally operate always achieved the highest score in usefulness and desirability.
Over time with different developments this process was repeated using the same methodology with almost identical result patterns. The result patterns were similar across tangible items like products and more conceptual ideas like strategies or services.
Final comments:
The take away from these results are as follows:
- Concepts, innovations or ideas can often be killed off too early in the assessment phase, because the fidelity of the concept presented to the user may be too abstract for realistic evaluation. Low resolution - lower consumer comprehension - concept carries a perceived level of risk.
- The more novel or unconventional that a concept is (e.g. nothing else like it on the market) the higher the resolution is needed for consumers to reasonably evaluate it.
- To remove the cognitive bias from comparative assessments of different concepts, the fidelity of the concepts need to be at the same level. In other words, similar concepts should not be assessed - one as a 3D model and the other as a 3 page text document.
In one study of the exact same concept, 20% of the assessed consumer group felt the text concept was useful and desirable (buying signal) while 95% of the consumer group felt the functional prototype was useful and desirable.
Had the effort to mature the concept beyond text not been made, the decision to develop the product and go to market would have never been made.
Thanks for your time.
Respectfully
Russ Ward
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