Strong Anxiety Boosts New Product Adoption When Hope Is Also Strong

违反直觉 焦虑 心理学 控制(管理) 动作(物理) 新产品开发 机制(生物学) 业务 营销 产品(数学) 社会心理学 经济 认识论 量子力学 精神科 物理 哲学 管理 数学 几何学
作者
Yu‐Ting Lin,Deborah J. MacInnis,Andreas B. Eisingerich
出处
期刊:Journal of Marketing [SAGE]
卷期号:84 (5): 60-78 被引量:47
标识
DOI:10.1177/0022242920934495
摘要

New products can evoke anticipatory emotions such as hope and anxiety. On the one hand, consumers might hope that innovative offerings will produce goal-congruent outcomes; on the other hand, they might also be anxious about possible outcomes that are goal-incongruent. The authors demonstrate the provocative and counterintuitive finding that strong anxiety about potentially goal-incongruent outcomes from a new product actually enhances (vs. weakens) consequential adoption intentions (Study 1) and actual adoption (Studies 2 and 3) when hope is also strong. The authors test action planning (a form of elaboration) and perceived control over outcomes as serial mediators to explain this effect. They find that the proposed mechanism holds even after they consider alternative explanations, including pain/gain inferences, confidence in achieving goal-congruent outcomes, global elaboration, affective forecasts, and motivated reasoning. Managerially, the findings suggest that when bringing a new product to market, new product adoption may be greatest when hope and anxiety are both strong. The findings also point to ways in which marketers might enhance hope and/or anxiety, and they suggest that the use of potentially anxiety-inducing tactics such as disclaimers in ads and on packages might not deter adoption when hope is also strong.
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