Exploring the role of anticipated emotions in product adoption and usage

• Published in: The Journal of consumer marketing 2018-05, Vol.35 (3), p.300-316
• Main Authors: Bettiga, Debora, Lamberti, Lucio
• Format: Article
• Language: English
• Subjects: Attitudes; Consumer behavior; Consumers; Decision making; Emotions; Influence; Marketing; Objectives; Studies; Usability
• ISSN: 0736-3761; 2052-1200
• DOI: 10.1108/JCM-06-2016-1860

Purpose This study aims to explore the role of positive and negative anticipated emotions on adoption and continued usage of consumer products. The components of value eliciting anticipated emotions are investigated as well. Design/methodology/approach The conceptual model proposed is tested in two empirical studies, one focussing on functional and hedonic products and one on incremental and radical product innovations. Data are collected through online surveys on consumers and are analysed using structural equation modelling. Findings Results confirm the ability of anticipated emotions to influence product decision-making process. Moreover, anticipated emotions mediate the influence of value perceptions on product attitude. Findings show that these relationships vary greatly between initial adoption and further usage of the product. Practical implications Findings from this study may help marketers in the development of the right brand strategies and communication campaigns, aimed at building emotional connections with the consumer which prompt product adoption and usage. Originality/value Anticipated emotions, the predictions about the emotional consequences of a behaviour, have been acknowledged as strong drivers of consumer choices. Despite that, the role of anticipated emotions in product decision-making has not been explored yet. The present research, by means of a novel conceptual model, uncovers the role of anticipated emotions in both product adoption and continued usage decisions and depicts the components of value arousing such anticipated emotions.