Why Technologists Resist Negative Change: The Resistance to Innovation and Consuming Products against their Better Judgment

This paper is a critical and non-empirical review of innovation resistance and anti-consumption: the concepts, concerns, conflicts, and convergence. Both resistances to innovation and anti-consumptions converge to one another which influence the opinions (i.e., market mavens) of the market segment or non-adopters (voluntary simplifiers). Voluntary simplifiers or non-adopters represent over fifty percent (50%) of the market segment. This paper focuses on the embedded (hidden) assumptions of the resistance to innovation and anti-consumption and describes how the two concepts are different. When both converge, the exact reasons in favor of action will occur. The paper concludes that the technologist can adapt to negative change if they better understand why non-adopters resist innovation and consume products against their better judgment.