The Effects of Emotions and Product Attachment on Consumer Preferences For New Products

Research on innovation adoption implicitly assumes that consumers make conscious adoption decisions based on product knowledge, assessment of product benefits, learning costs or perceived product complexity. However, an increasing body of evidence supports the view that affective cues play an important role in consumer choice making. This article explores the influence of emotions and product attachment on consumer preferences toward new products. Building on innovation adoption, psychology and consumer behavior literature we conduct an empirical study to answer the following question: can the way we feel about products we own shape the way we perceive products we do not know?


Ewa Pulkkinen and Maria Saaksjarvi (2007) ,"The Effects of Emotions and Product Attachment on Consumer Preferences For New Products", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 317-318.


Ewa Pulkkinen, Hanken, Finland
Maria Saaksjarvi, Hanken, Finland


E - European Advances in Consumer Research Volume 8 | 2007

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