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Nasir Salari

Culture has a profound influence on the innovative capacity of a society. A society’s cultural attributes and values provide directions to the process of technological development. Societies’ culture can either foster or inhibit innovation development. Culture is one of the most important determinants of consumer behaviour, including consumers’ resistance to innovative products or any kind of newness. However, one of the main issues in cultural studies in marketing is how to define and operationalize culture, whether individual or national. This chapter discusses that both emic and etic approaches are required to investigate the cultural influence on innovation resistance. The chapter begins with the definitions and operationalizations of culture, followed by a review of previous studies on culture and innovation adoption. Finally a comprehensive conceptual framework linking cultural variables to innovation resistance will be provided.