Affordable innovation rejection attitudes: conceptualisation, scale development, and validation

Schaarschmidt, Mario; Walsh, Gianfranco; Hietschold, Nadine; Segelitz-Karsten, Ariane (2022). Affordable innovation rejection attitudes: conceptualisation, scale development, and validation International Journal of Innovation Management, 26(06) World Scientific Publishing Europe 10.1142/S1363919622500463

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Affordable innovations, which serve consumers with a low willingness or ability to pay, are a means to address grand challenges while also generating economic value. However, less is known about how managers’ and decision makers’ individual-level preferences and attitudes for or against affordable innovation hinder their development. Hence, in addition to identifying and conceptualising the affordable innovation rejection (AIR) attitudes of decision makers as a major obstacle, this study proposes a scale to measure them. Specifically, with a series of qualitative and quantitative studies, this research develops and validates a parsimonious psychometric scale that can measure decision makers’ AIR attitudes. The resulting six-item scale is based on a tripartite AIR conceptualisation, which proves valid in terms of convergent, discriminant, experimental, nomological, predictive, and test–retest reliability. The proposed research agenda in turn details some possible applications of this scale.

Item Type:

Journal Article (Original Article)


Business School > Institute for Innovation and Strategic Entrepreneurship > Low-end Innovation
Business School


Schaarschmidt, Mario;
Walsh, Gianfranco;
Hietschold, Nadine0000-0002-5624-8860 and
Segelitz-Karsten, Ariane


H Social Sciences > H Social Sciences (General)




World Scientific Publishing Europe




Nadine Gurtner

Date Deposited:

07 Dec 2022 11:07

Last Modified:

18 Aug 2023 21:57

Publisher DOI:


Uncontrolled Keywords:

Affordable innovation, decision-making bias, frugal innovation, constrained innovation, BoP innovation, scale development




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