C.P. Moreau, D.R. Lehman, & A.B. Markman
Entrenched category structures and resistance to 'really' new products.
Journal of Marketing Research Vol 38 Issue 1, pp.
14-29 (2001)
While diffusion models have been successfully used to predict the adoption patterns of new products and technologies, little research has examined the psychological processes underlying the individual consumer's adoption decision. This research uses the knowledge transfer paradigm, studied often in the context of analogies, to demonstrate that both existing knowledge and innovation continuity are major factors influencing the consumer's adoption process. In two experiments, we demonstrate that the relationship between expertise and adoption is relatively complex. Specifically, our findings indicate that, as compared to novices, experts report higher comprehension, more net benefits, and thus, higher preferences for continuous innovations. However, for discontinuous innovations, experts' entrenched knowledge is related to lower comprehension, fewer perceived net benefits, and lower preferences as compared to novices. Only when this entrenched knowledge is accompanied by relevant information from a supplementary knowledge base are experts able to understand and appreciate discontinuous innovations. These findings have implications for segmentation, media planning, and the creation of product/brand loyalty.