Journal of the Academy of Marketing Science

, Volume 19, Issue 4, pp 297–307 | Cite as

Resistance to technological innovations: An examination of the role of self-efficacy and performance satisfaction

  • Pam Scholder Ellen
  • William O. Bearden
  • Subhash Sharma


Technological innovation is seen as the key to survival and success for many firms. Whether intended for internal use or for customers, adoption decisions must consider the response of the final user to such technological alternatives. This paper argues for greater attention to the factors which cause individual resistance to technological innovations. The results of two studies are reported which examined the effects of self-efficacy (Bandura 1977) and performance satisfaction on consumers’ response to technological changes. Results indicate that a person’s perceived ability to use a product successfully affects their evaluative and behavioral response to the product. In addition, the level of satisfaction experienced with an existing behavior increases resistance to and reduces likelihood of adopting an alternative.


Technological Innovation Consumer Research Manual Task Manipulation Check Performance Satisfaction 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 1991

Authors and Affiliations

  • Pam Scholder Ellen
    • 1
  • William O. Bearden
    • 2
  • Subhash Sharma
    • 2
  1. 1.Georgia State UniversityGeorgiaUSA
  2. 2.University of South CarolinaUSA

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