Science
How anxiety—and hope—can drive new product adoption – Phys.Org
Researchers from University of New South Wales, University of Southern California, and Imperial College London published a new paper in the Journal of Marketing that analyzes how varying levels of hope and anxiety about outcomes from new products affect conse…
Researchers from University of New South Wales, University of Southern California, and Imperial College London published a new paper in the Journal of Marketing that analyzes how varying levels of hope and anxiety about outcomes from new products affect consequential adoption intentions and actual product adoption.
The study, forthcoming in the Journal of Marketing, is titled “Strong Anxiety Boosts New Product Adoption When Hope Is Also Strong” and is authored by Yu-Ting Lin, Deborah J. MacInni…
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