The importance of the sound of a radical product innovation
The majority of innovations that are introduced are failing. This is because potential customers refuse to adopt them, due to evoked resistance. An important reason for the resistance to innovations is the anxiety evoked by radical innovations. Since music can evoke strong emotions and reduce anxiety, this study investigated the effect of music on the intention to adopt radical innovations. Music with a twist was hypothesized to have a significant effect on the intention to adopt, compared to familiar, unfamiliar and no music, due to the expectation that music with a twist evokes the least anxiety against radical innovations. To test this, 264 Dutch participants were randomly assigned to an online questionnaire that included a video about the Ohoo Waterball, a radical innovative product. In this video participants were exposed to familiar music, unfamiliar music, music with a twist or no music. In addition to the variable intention to adopt the radical product innovation, four other dependent variables were also examined. These were: attitude towards the innovation, willingness to try the innovation, willingness to buy the innovation and resistance towards the innovation. In addition, the mediating effect of state anxiety has also been tested. Results showed that music with a twist did not have a significant effect on the intention to adopt the radical product innovation and the additional variables. Also, no evidence has been found that state anxiety acts as a mediator between familiarity of music and the intention to adopt. In contrast to familiarity, likeability of the music has a significant effect on all dependent variables. This study also described managerial implications, limitations and suggestions for further research.
Faculteit der Managementwetenschappen