Although firms are faced by a large number of market introduction failures, research into a major driver of these failures, customer resistance to innovation, is surprisingly scarce. While most authors have investigated positive adoption decisions, this paper focuses instead on consumer...

By means of an experimental design, we investigate the moderating effect of humor on the interplay between process and outcome in terms of customer evaluations of the electronic service encounter. We conclude that a favorable process mitigates an unfavorable outcome in terms of enjoyment,...