How does a mindset favourable for schema (in)consistency influence innovation adoption and attitude toward innovation? – The importance of resolving uncertainties
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2020-07-01
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en
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Abstract
The objective of this study was to examine the effect of schema consistency and schema inconsistency on innovation adoption, with the influence of the personality trait: openness to experiences. Research in the field of innovation adoption is essential, as many innovations are not yet successful due to consumer resistance. An online experiment resulted in 202 valid responses. The results demonstrated that the use of schema consistent and schema inconsistent stimuli has no significant positive influence on innovation adoption. Also, people who scored high on personality trait openness had a higher intention to adopt the innovation when they first saw schema consistent stimuli. However, when people first saw schema inconsistent stimuli, their intention to adopt the innovation was lower when they scored high on openness. Moreover, there was still too much resistance to innovation. The most frequently cited reasons were usage and value & tradition. Based on the findings, it is recommended that managers focus more on the reasons against innovation adoption rather than the positive reasons to adopt an innovation. Furthermore, it is recommended that marketers should not focus on schema inconsistencies, as it harms innovation adoption. Instead, managers could focus on solving the uncertainties that innovation can create.
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Faculteit der Managementwetenschappen