Mindset of an Innovation Resistant Consumer: An Expert's Opinion Analysis

Consumers are increasingly making decisions where they are rejecting the innovations even prior to the evaluation. This is leading to product failures at a staggering rate. It will also lead to unprecedented consequences for innovators and the industry. We try to evaluate this issue at the individual level, trying to find reasons that exist at the cognitive level. We are seeking into the issue of why people are non-adopters at the initial level. We deploy DEMATEL approach to investigate the issue. The findings lead to the role of cognitive rigidity, routine seeking nature as well as short term focus of the consumers.