A demand-side strategy framework: leveraging need fulfillment and trust in technology for customer adoption

Salazar Diez Canseco M. · Journal of Business Research (2026) · DOI: 10.1016/j.jbusres.2026.116446

Resumen

Although strategy has prioritized resource deployment and competitive positioning, supply-side frameworks cannot easily answer the most important question: will customers adopt our innovation? We develop a demand-side framework grounded in evolutionary psychology and dual-process theory, proposing that Need Fulfillment (NF), the degree an innovation resonates with fundamental human motives, and Trust in Technology (TT), the belief that the system will safely deliver, jointly drive Customer Response (CR). A higher-order NF&TT composite provides managers a portable mechanism for diagnosing adoption potential before market entry. Tested through experiments with 508 consumers across autonomous mobility, fintech, and digital health, NF&TT explains over 80% of CR variance, generalizes across satisfaction, loyalty, and switching intentions, and shows robustness across tested demographic subgroups. Product Attachment exerts a modest negative counterpressure. The findings show that evolutionary motives and system-level trust can be operationalized as cross-domain metrics, yielding a practical scorecard for innovation investment.

Instituciones: Universidad San Ignacio de Loyola