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Article
Emotional Responses on Initial Exposure to a Hedonic or Utilitarian Description of a Radical Innovation
Journal of Marketing Theory and Practice
  • Arjun Chaudhuri, Fairfield University
  • Khaled Aboulnasr
  • Mark Ligas, Fairfield University
Document Type
Article
Publication Date
1-1-2010
Disciplines
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.
Comments

Copyright 2010 Journal of Marketing Theory and Practice, M.E. Sharpe Inc.

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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
None
Peer Reviewed
Citation Information
Arjun Chaudhuri, Khaled Aboulnasr and Mark Ligas. "Emotional Responses on Initial Exposure to a Hedonic or Utilitarian Description of a Radical Innovation" Journal of Marketing Theory and Practice Vol. 18 Iss. 4 (2010)
Available at: http://works.bepress.com/mark_ligas/4/