Innovation resistance is a major barrier for innovation diffusion. The chapter discusses how trusting beliefs can soften innovation resistance. Based on existing research the authors present some general sources of innovation resistance related to passive barriers (individual factors and situational factors) and active barriers (innovation-specific factors). They then discuss how trusting beliefs – ability, benevolence and integrity – in various ways can soften these barriers and increase the chance of innovation diffusion.
|Title of host publication||Innovating for Trust|
|Editors||Marika Lüders, Tor W. Andreassen, Simon Clatworthy, Tore Hillestad|
|Publication status||Published - 2017|
|MoE publication type||A3 Book chapter|
- 512 Business and Management