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Keywords: Behavioral reasoning theory
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Journal Articles
Behavioral reasoning in technological adoption: consumer response to early-stage radical innovations
Available to Purchase
International Journal of Innovation Science (2025)
Published: 17 February 2025
...Anshu Sharma; Aradhana Vikas Gandhi Purpose Despite a sizeable body of innovation adoption scholarship, innovation failure rates are estimated to be in the range of 40% to 80%. This study aims to better explain the complex consumer decision-making journey by leveraging behavioral reasoning theory...
