Accept the Product You Are Anxious About: How Much of a Role Does Hope Play and When?
Since new products are also associated with high levels of uncertainty and risk, consumers believe innovative offerings could provide possibilities in their lives due to product-related hope but may also be anxious about the product’s performance. Thus, driving forces of hope versus anxiety, and self-esteem on adoption are worthy of further investigation.
Citation:
Yu-Ting Lin and Andreas Eisingerich (2015) ,"Accept the Product You Are Anxious About: How Much of a Role Does Hope Play and When?", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 327-327.
Authors
Yu-Ting Lin, Imperial College London, United Kingdom
Andreas Eisingerich, Imperial College London, United Kingdom
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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