Identifying and Overcoming Consumer Barriers to New Product Adoption

May 23, 2018 15:00 - 16:00 BST


Consumer failure to adopt innovative products often dooms many of them to failure. As the pace of technological innovation accelerates, and “smart” products and the IoT become a reality, how do you motivate consumers to adopt these products? 

In this webinar, Professor Gita Johar of Columbia Business School will discuss why consumers may be resistant to new products and how firms can overcome these intrinsic barriers to adoption. She will draw on her research findings and elaborate on how consumer desire for control, identity-based motivations, and search for meaning act as potential barriers to adoption and discuss interventions that can help firms overcome these barriers.


Date: 23 May, 2018
Time: 15.00 hrs (GMT) / 20.30 hrs (India)

About the Speaker

Gita V. Johar (Ph.D. NYU 1993; MBA Indian Institute of Management - Calcutta 1985) has been on the faculty of Columbia Business School since 1992 and is currently the Meyer Feldberg Professor of Business. She served as the school’s Senior Vice Dean from 2011 to 2014, as the inaugural Vice Dean for Research from 2010 to 2011, as Director of the Columbia Business School Behavioral Lab from 2006 to 2011, and on Columbia University’s Institutional Review Board from 2002 to 2005.

Professor Johar is also the Faculty Director of the Marketing and Innovation Executive Education program, Chair of the Faculty Steering Committee for the Columbia Global Centers | South Asia in Mumbai, and the editor of the premier academic journal on consumer behavior, the Journal of Consumer Research. Professor Johar's expertise lies in consumer psychology, focusing on how consumers react to marketing efforts, especially advertising, promotions and sponsorship. She also examines the influence of consumer self-control and perceptions of control on decision making and consumption. This research has implications for the design of effective communication strategies.

She has published several influential articles in the areas of consumer persuasion and decision making in leading marketing and psychology journals. Professor Johar has also published cases on consumer adoptions of new products and on marketing and advertising planning and teaches courses on Advertising and Branding, Global Immersion: India, Global Immersion: Myanmar, Research Methods, and Consumer Behavior to MBA, Executive MBA and PhD students.