The Role of Emotions in Shaping Purchase Intentions for Innovations Using Emerging Technologies: A Scenario-based Investigation in the Context of Nanotechnology

Although emotions may not play a major role as antecedents of consumers’ innovation acceptance, this study proposes that attitude formation works differently in the context of emerging technologies because of their high levels of uncertainty. To investigate the role of emotions in shaping intentions to adopt innovations using emerging technologies, the conceptual model developed in this study integrates cognitive (risks and benefits) and emotional (optimism and worry) elements. A scenario-based study employing 731 participants tests the model across three nanotechnology-based product innovations that differ in terms of product category risk. The results of a mediated moderation model show that emotions do play a key mediating role in explaining purchase intentions. While the study supports the conceptual model regardless of the level of product-related risk, it finds risk-related differences in the strength and level of the mediational links. By unveiling the role of emotions in emerging technology contexts, this study has important implications not only for innovation management but also for regulating institutions and public policy makers.