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Keywords: Innovation resistance
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Journal Articles
Swapnil Saravade, Mohammadali Zolfagharian, Reto Felix, Lorena García Ramón, Jacob Almaguer, Hazel Dadanlar
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (3): 297–310.
Published: 09 October 2025
... of disengagement where consumers break off from ABC . Although innovation resistance (i.e. the failure to adopt an innovation) and disadoption (i.e. the failure to continue using an innovation) are highly relevant for understanding why some consumer journeys in ABC contexts succeed while others eventually...
Includes: Supplementary data
