Listagem FGV EAESP - Escola de Administração de Empresas de São Paulo por Título "The relationship between affect and consumers’ resistance to innovation"

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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 ...