Sounds familiar: The effect of music familiarity on radical innovation adoption
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2020-06-30
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en
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Abstract
The majority of radical innovations introduced are failing, as a result of consumers refusing to adopt them, due to evoked resistance (Heidenreich & Handrich, 2015). Based on the Eloboration Likelihood Model it was argued that when introducing radical innovations the emotions of the consumer should be targeted, to increase their adoption rate. As music can evoke strong emotions, the effect of music on the intention to adopt a radical innovation was studied in this project. Familiar music was hypothesized to have a significant effect on the intention to adopt, compared to unfamiliar music and no music, due to its ability to evoke nostalgia. To test this 203 Dutch participants were randomly assigned to an online questionnaire containing a video showcasing a radical innovation called Ohoo, with either familiar, unfamiliar or no music playing. Besides, the intention to adopt, four other variables were also tested. These were: product attitude, willingness to try, willingness to buy and resistance. Furthermore, the moderating effect of similar product expertise was also tested. Results showed that familiar music did not have a significant effect on the intention to adopt as well as on the additional variables. Also, no interaction effect has been found between type of music and similar product expertise on the intention to adopt. However, unlike familiarity, music likeability had a significant effect on all dependent variables. Although, results did not significantly differ for participants who liked the music and participants not exposed to music. These findings suggest that when incorporating music into a radical innovation exposure, highly likeable music should be selected.
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Faculteit der Managementwetenschappen