A1 Journal article (refereed), original research

Consumer resistance and inertia of retail investors: Development of the resistance adoption inertia continuance (RAIC) framework

Open Access hybrid publication

Publication Details
Authors: Seth Himanshu, Talwar Shalini, Bhatia Anuj, Saxena Akanksha, Dhir Amandeep
Publisher: Elsevier
Publication year: 2020
Language: English
Related Journal or Series Information: Journal of Retailing and Consumer Services
Volume number: 55
ISSN: 0969-6989
eISSN: 1873-1384
JUFO-Level of this publication: 1
Open Access: Open Access hybrid publication


Consumer resistance and inertia related behaviors are as important as adoption behaviors. Resistance can lead to unwillingness on the part of the investors to invest in a particular financial product. On the other hand, inertia can potentially lead to loyalty, despite dissatisfaction with a financial product. Consequently, an understanding of the antecedents and outcomes of retail investors’ resistance and inertia toward investments is valuable for firms selling investment products. Although the literature on resistance and inertia is around three decades old, empirical research related to retail investment decision making has only recently gained momentum, resulting in limited but interesting findings. The current study utilizes a systematic literature review (SLR) methodology to review prior studies in this domain. The SLR presents research profiling and an extensive content analysis of the studies selected by applying a robust search protocol. The study findings highlight numerous aspects of retail investment behavior, underscore research gaps in the prior literature, and offer recommendations for future research. Furthermore, a comprehensive framework, labelled resistance adoption inertia continuance (RAIC), is proposed to investigate the behavior of retail investors. The study concludes with meaningful theoretical and practical implications that can help counter resistance and inertia toward different financial products.

Last updated on 2020-26-11 at 13:04