3. Identify buying disincentives

As the contribution of an innovation is not always well perceived by all consumers at the same time, it is advisable to focus on the different facets of the risk perceived by consumers, in order to identify the disincentives to purchase linked to the innovative nature of the innovation, and to be able to provide solutions or, at the very least, have an adapted marketing discourse:

• Financial risk: risk associated with the loss of money due to product malfunction, high repair costs, or equivalent or superior products available at a lower price.

• Performance risk: risk associated with inadequate or unsatisfactory product performance.

• Physical risk: risk associated with the physical hazards associated with product use.

• Psychological risk: risk...