Other Models

Resistance Model Developed by MacVaugh and Schiavone in 2010

  • Core Idea is to focus more on the non-Adoption decision with the aim to explain resistance rather than acceptance
  • Based on a historic literature review, the authors argue that resistance occurs in different domains, which can be described as a macro-dimension (market/industry), a meso-dimension (social system) and a micro-dimension (individual)
Resistance Modell (MacVaugh and Schiavone, 2010)

Fogg Behaviour Model

  • Developed by BJ Fogg in 2009
  • Core Idea is that three elements must converge at the same moment for a behavior (or acceptance) to occur: Motivation, Ability, and a Prompt.
  • Particularly the idea that a certain prompt or trigger is necessary to change learned behaviour or habits is highly relevant for innovation acceptance research
    Behavioural Model (BJ Fogg, 2009)