Resistance refers to consumers' desires not to buy an innovation. It is a common obstacle faced by marketers when attempting to introduce new products or ideas to the market. Consumers may resist an innovation due to factors such as lack of awareness or understanding, concern about the risks or side effects, or preference for familiar products or brands.

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Resistance Refers to

Question 53

Multiple Choice

Resistance refers to

A) the degree of consumer anger over dangerous products.
B) the degree of consumer anger over pornographic materials.
C) the slowness of marketing communications to build up a brand image.
D) consumers' desires not to buy an innovation.
E) the refusal of consumers to remember the brand name of products bought on sale.

Correct Answer: