Emotional Responses on Initial Exposure to a Hedonic or Utilitarian Description of a Radical InnovationJournal of Marketing Theory and Practice
AbstractRecent 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.
Published CitationChaudhuri, 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.
Citation InformationArjun 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/