Print Email Facebook Twitter Assessing multifunctional innovation adoption via an integrative model Title Assessing multifunctional innovation adoption via an integrative model Author Sääksjärvi, M. Samiee, S. Faculty Industrial Design Engineering Department Product Innovation Management Date 2010-11-03 Abstract This study proposes and tests an integrative model that incorporates the mental resources framework (MOA: motivation, opportunity, and ability) alongside traditional innovation adoption predictors for assessing the adoption of dual-functionality innovations (DFI), a special case of multifunctional innovations (MFI). The multifunctional nature of an increasing number of new products demands the use of mental resources in evaluating new offers, as the comprehension of MFIs is more demanding (i.e., requires more mental resources) than singlefunctionality (SF) products. The proposed model also recognizes the role of MFI categorization as a critical link in the process, because an MFI, and within the context of our study a DFI, helps consumers achieve multiple goals if they realize its dual functionality. Our model demonstrates that mental resources play a significant role in consumers’ adoption decisions and should be included in studies of MFI adoption. Further, our integrative model offers a significant improvement over rival alternatives that use only traditional innovation adoption predictors. Thus, the model offers a new approach for estimating MFI adoption with a superior predictive power and facilitates the development of appropriate marketing strategies for such products. Subject motivational resourcesmultifunctional productsinnovation adoptionintegrative model To reference this document use: http://resolver.tudelft.nl/uuid:1e35f46f-22db-4546-bdb6-965aad491c55 DOI https://doi.org/10.1007/s11747-010-0231-4 Publisher Springer Verlag ISSN 1552-7824 Source Journal of the Academy of Marketing Science, 39 (25), 2011 Part of collection Institutional Repository Document type journal article Rights (c) 2010 Sääksjärvi, M.Samiee, S.This article is published with open access at Springerlink.com Files PDF saaksjarvi2010.pdf 585.46 KB Close viewer /islandora/object/uuid:1e35f46f-22db-4546-bdb6-965aad491c55/datastream/OBJ/view