Why do certain consumers avoid new media developments?: An investigation of three prudent users’ subjectivity

New media development constantly challenges consumer’s habits. While innovations are supposed to bring new facilities to users, a certain number of them still remain reluctant in accepting, adopting and using new media offers. The aim of this research is to review the theoretical frameworks that are available for understanding such consumers’ attitudes and behaviours and to confront theoretical analysis with in-depth subjective investigation of three prudent users facing a set of different mobile media offers. The empirical analysis is conducted using Q-method. Preliminary results offer a nuanced view of the representational space of non- and partial acceptation, adoption and use of new media developments