Emotional Responses on Initial Exposure to a Hedonic or Utilitarian Description of a Radical Innovation
Document Type
Article
Publication Date
2010
Abstract
Recent research advocates the importance of emotions in new product development. We investigate whether initial exposure to either a hedonic or utilitarian description of an innovation increases willingness to try the innovation. We extend Wood and Moreau's (2006) expectations-emotions-evaluation model to include the role of arousal, perceived risk (a negative evaluation), and willingness to try. We find that the model is significantly different for hedonic and utilitarian descriptions of a radical innovation (automated highway). We also find that the effect of arousal on positive (optimism) and negative (anxiety) emotions is greater for hedonic rather than utilitarian descriptions. Finally, we replicate our results using real-world descriptions of two radical innovations. We discuss our results and provide managerial implications and limitations of our research.
Publication Title
Journal of Marketing Theory and Practice
Repository Citation
Chaudhuri, Arjun; Aboulnasr, Khaled; and Ligas, Mark, "Emotional Responses on Initial Exposure to a Hedonic or Utilitarian Description of a Radical Innovation" (2010). Business Faculty Publications. 72.
https://digitalcommons.fairfield.edu/business-facultypubs/72
Published Citation
Chaudhuri, Arjun, Khaled Aboulnasr and Mark Ligas (2010), “Emotional Responses on Initial Exposure to a Hedonic or Utilitarian Description of a Radical Innovation,” Journal of Marketing Theory and Practice, 18 (4), 339-360.
DOI
10.2753/MTP1069-6679180403
Peer Reviewed
Comments
Copyright 2010 Journal of Marketing Theory and Practice, M.E. Sharpe Inc.
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