Behavioral reasoning in technological adoption: consumer response to early-stage radical innovations

Purpose Despite a sizeable body of innovation adoption scholarship, innovation failure rates are estimated to be in the range of 40% to 80%. This study aims to better explain the complex consumer decision-making journey by leveraging behavioral reasoning theory (BRT) and integrating the dichotomous influences of reasons for (RF) and reasons against (RA), and the role of moderators in a unified behavioral framework. Design/methodology/approach First, an exploratory reason elicitation study was conducted ( n = 44) to propose a theoretical model with contextual reasons for and against constructs. Second, a quantitative study was conducted ( n = 400) to validate the hypothesized structural relationships and the role of moderators. Findings Reasons for and against adoption are discrete constructs and significantly impact consumer attitudes and intentions. Reasons for adoption emerge as the strongest influencing factor in shaping consumer attitudes. Values influence intentions directly and via reasons but do not influence attitudes. Consumer innovativeness and external stressors moderate consumers’ resistance toward adopting innovations. Practical implications This study presents a novel approach for managers to generate deeper insights into consumer decision-making by integrating contextual reasons for and against, as well as the role of moderators in a unified behavioral framework. This approach enables managers to address both drivers and inhibitors of adoption in the specific radical innovation context they are working on. Originality/value This study integrates reasons for and against in a unified behavioral framework and applies it to radical technological innovations in an emerging market context. This study introduces novel constructs to BRT and examines the role of moderators in the BRT framework.