Consumer Resistance to New Technologies: A Psychological Perspective

Abstract

The rapid diffusion of digital innovations such as artificial intelligence, blockchain, metaverse applications, smart devices, and automation technologies has transformed consumer lifestyles across sectors. However, alongside adoption, a persistent psychological phenomenon—consumer resistance to new technologies—has emerged as a critical barrier to innovation success. This research explores the psychological foundations of consumer resistance, integrating theories of perceived risk, cognitive dissonance, loss aversion, identity threat, technology anxiety, and trust deficits. Using a conceptual framework supported by existing behavioral theories, the study classifies resistance into functional, psychological, and social dimensions. The article contributes to consumer psychology and innovation diffusion literature by proposing a Psychological Technology Resistance Model (PTRM) that systematically explains resistance formation and outcomes. Managerial implications for reducing resistance through behavioral design, trust engineering, and emotional framing are discussed.