... that the absence of satisfying factors may not necessarily result in dissatisfaction (Herzberg et al., 1959 ; Taheri et al., 2020 ; Pandey et al., 2021), but in other negative emotions such as rage, uneasiness and resistance (toward AA) (Fu et al., 2022 ; Ioannou et al...

...S. Ram; Jagdish N. Sheth Considers why customers resist innovations even though they are considered necessary and desirable. Identifies functional barriers such as usage, value, and risk, and psychological barriers such as tradition and image. Concludes that successful innovation lies not in bowing...