It's not the innovation, it's the adopter: why some people are more likely than others to resist. -- What's in it for me, and what do i have to lose? : practical reasons for resisting innovation. -- It's not what you introduce, it's how you do it: the process of innovation introduction. -- Where and when is the innovation introduced? : the role of innovation context in the emergence of resistance. -- Lagging-innovation in disguise. -- Resistance and the dangers of negative word of mouth. -- The dual market affect.