Browsing by Keyword "Resistência à inovação"

Now showing items 1-1 of 1

The relationship between affect and consumers’ resistance to innovation

Castro, Cristiano do Amaral Britto de
2018-02-28

The Diffusion of Innovation literature is based on well succeeded products and present a pro-change bias, an assumption that innovations are positive and will be adopted by all consumers. However, a large portion of new ...