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.

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Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
College of Business and Social Sciences > Aston Business School
Additional Information: This is the peer reviewed version of the following article: Seegebarth, B, Backhaus, C, Woisetschläger, DM. The role of emotions in shaping purchase intentions for innovations using emerging technologies: A scenario‐based investigation in the context of nanotechnology. Psychol. Mark. 2019; 1– 19, which has been published in final form at  This article may be used for non-commercial purposes in accordance With Wiley Terms and Conditions for self-archiving.
Uncontrolled Keywords: decision making under uncertainty,emerging technologies,emotions,nanotechnology,technology acceptance
Publication ISSN: 1520-6793
Last Modified: 26 Dec 2023 09:00
Date Deposited: 12 Jul 2019 08:15
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Related URLs: https://onlinel ... .1002/mar.21228 (Publisher URL)
PURE Output Type: Article
Published Date: 2019-09-01
Published Online Date: 2019-06-25
Accepted Date: 2019-05-10
Authors: Seegebarth, Barbara
Backhaus, Christof (ORCID Profile 0000-0003-1520-7939)
Woisetschläger, David M.



Version: Accepted Version

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