First, passive innovation resistance (PIR) is the tendency to resist new innovations before evaluating its potential. In this thesis PIR is measured with a 18 item scale of self-report survey questions conceptualized by previous researchers. Second, innate consumer innovativeness (ICI) reflects a person’s predisposition and cognitive style towards innovation. ICI is measured by 6 survey questions asking people to predict the behaviour of their peers. Peer-prediction has been shown to reveal personal traits and preferences. Subsequently, the answers of each survey separately were used to classify people between early adopters and late adopters. Finally, I tested whether these classifications helped to explain respondent’s willingness to pay (WTP) for an actual innovation. The WTP was elicited by the use of the Becker-DeGroot-Marschak method. Being classified as an early adopter based on the measures of PIR marginally significantly influenced to WTP to increase. In contrast, the classification of respondents between early and late adopters using the peer-prediction measures was not significantly associated with the WTP.

A. Baillon
hdl.handle.net/2105/48686
Business Economics
Erasmus School of Economics

A.P. Zijlstra. (2019, September 20). Eliciting Innovation Adoption Behaviour through Self-report and Peer-prediction Methods. Business Economics. Retrieved from http://hdl.handle.net/2105/48686