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The unicorn match: Consumer mindset and the adoption of disruptive models

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  • Wanderley Amaral Nogueira, Nicoli
  • Miranda de Oliveira Arruda Gomes, Danielle

Abstract

Consumer response to the adoption of business models that involve disruptive innovations has been presented as an important and emerging issue for the marketing area. It is not clear, however, how to achieve the adhesion of a critical mass of consumers that allows the exponential growth necessary for the success of this type of business. Aiming to fill this gap, this article's purpose is to investigate what underlies consumer adoption of disruptive business models and opens up key research avenues for predicting the adoption of this type of innovation by addressing a new perspective that considers consumer mindsets as part of the process. The result indicates that mindset influences the adoption of models with this type of innovation and has major implications for marketing strategies. Based on the identification of the mindset of a new consumer profile, which is more likely to adopt certain business models with radical innovations, and the creation of new scales and ways of measuring this mindset, this paper presents practical and conceptual contributions on consumer adoption of business models with radical innovations.

Suggested Citation

  • Wanderley Amaral Nogueira, Nicoli & Miranda de Oliveira Arruda Gomes, Danielle, 2024. "The unicorn match: Consumer mindset and the adoption of disruptive models," Technological Forecasting and Social Change, Elsevier, vol. 209(C).
    • Handle: RePEc:eee:tefoso:v:209:y:2024:i:c:s0040162524005328
    DOI: 10.1016/j.techfore.2024.123734
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