The effect of hedonic and utilitarian verbal descriptions and pictures on willingness to try an innovation: Do emotions matter?

Abstract

This research investigates the role of a pictorial stimulus on initial exposure to either a hedonic or utilitarian description of an innovation and whether positive (optimism) or negative (anxiety) emotion is responsible for the effect of a picture and the type of verbal description on willingness to try (WTT) the innovation. In two studies, using the hydrogen fuel cell car as the focal product, we find a significant interaction between the type of description and the presence of a visual image of the innovation with regard to WTT. However, positive and negative emotions do not mediate the effect of this interaction. Implications for communication management are discussed.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 10 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.