The relationship between Big Five personality traits (Openness & Neuroticism) and Resistance to innovation

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dc.contributor.advisorRitter, S.
dc.contributor.authorVelsen, Jeike van
dc.date.issued2022-06-27
dc.description.abstractThe present study aimed to understand the relation between big five personality traits (openness & neuroticism) and emotional, cognitive, and behavioural resistance to radical sustainable innovation. Collected survey data of 743 respondents were analysed via multiple regression analyses. Evidence was found that the higher a consumer’s neuroticism, the higher the experienced emotional and behavioural resistance to radical sustainable innovation. Besides, the research indicated that the higher a consumer’s openness to experience, the lower their behavioural resistance to radical sustainable innovation. Furthermore, it is important to see resistance as a multidimensional construct because not all hypothesized relations of the dimensions of resistance were found significant. Based on the findings, it is recommended that managers need to be aware that resistance differs among consumers, and they should try to find ways to predict and anticipate the resistance.en_US
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/14181
dc.language.isoenen_US
dc.thesis.facultyFaculteit der Managementwetenschappenen_US
dc.thesis.specialisationMarketingen_US
dc.thesis.studyprogrammeMaster Business Administrationen_US
dc.thesis.typeMasteren_US
dc.titleThe relationship between Big Five personality traits (Openness & Neuroticism) and Resistance to innovationen_US
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