SOCIAL INFLUENCE AND PRICE, INFLUENCE ON CONSUMER RESISTANCE TO INNOVATION. Journal of Technology and Operations Management, [S. l.], v. 10, n. 2, p. 78–88, 2015. DOI: 10.32890/jtom2015.10.2.3. Disponível em: https://www.educationmalaysia.co.uk/index.php/jtom/article/view/jtom2015.10.2.3. Acesso em: 10 nov. 2025.