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Digital nudging to overcome cognitive resistance in innovation adoption decisions

Stryja, Carola 1; Satzger, Gerhard 1
1 Karlsruher Institut für Technologie (KIT)


Consumers often resist adopting innovations, even in cases where they acknowledge that these would be beneficial for them. Cognitive biases in consumers’ decision-making may trigger resistance to innovation. We explore cognitive biases’ effects in innovation adoption decisions. Further, we investigate how digital nudging can be used to mitigate this in order to increase the adoption likelihood for an innovation. We build a set of hypotheses and test them in a quasi-field experiment with 821 participants. We first show that the occurrence of cognitive biases correlates with an up to 44% lower likelihood of adopting an innovation. Second, we find that digital nudging can partially overcome resistance to innovation and can increase the innovation adoption likelihood. Our findings contribute to theory by explaining how resistance to innovation is built from a cognitive perspective and how nudging can be used to increase innovation adoption.

DOI: 10.1080/02642069.2018.1534960
Zitationen: 24
Web of Science
Zitationen: 20
Zitationen: 24
Zugehörige Institution(en) am KIT Fakultät für Wirtschaftswissenschaften – Institut für Informationswirtschaft und Marketing (IISM)
Karlsruhe Service Research Institute (KSRI)
Publikationstyp Zeitschriftenaufsatz
Publikationsjahr 2019
Sprache Englisch
Identifikator ISSN: 0262-8546, 0264-2069, 1743-9507
KITopen-ID: 1000099163
Erschienen in The service industries journal
Verlag Routledge
Band 39
Heft 15-16
Seiten 1123-1139
Vorab online veröffentlicht am 25.10.2018
Schlagwörter resistance to innovation, digital nudging, cognitive bias, innovation adoption, sustainable innovation
Nachgewiesen in Scopus
Web of Science
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