Cambridge, Mass. : M.I.T. Alfred P. Sloan School of Management
Abstract
This research introduces the concept of preference inertia as a tool for understanding consumer response to innovations. This concept postulates that consumers may hesitate in preferring innovations over an existing product even though the innovations elicit superior evaluations. Preference inertia is examined within the context of the actual development of a Health Maintenance Organization (HMO). The manifestation of preference inertia by the HMO's potential enrollee population is explained using general attitude and demographic factors. The concept is then included in a linear attitude model of consumer response. Results and implications are discussed
