From Fear to Loathing? How Emotion Influences the Evaluation and Early Use of Innovations
通过两项纵向实证研究，发现消费者在创新使用过程中产生的情绪（独立于净收益）会显著影响产品评价，且并非简单的“越容易越好”，据此提出E³模型帮助管理者预测和影响复杂技术产品的成功扩散。
Innovation adoption is rarely a short process for consumers; accordingly, recent research has explored adoption as a dynamic process that is characterized by changing patterns, or diffusion, of consumer use of the innovation. This research suggests that adoption is rarely a neutral process and that consumers can experience strong emotions in the initial use of innovations. However, given such emotions, two opposing arguments can be made as to whether the inclusion of emotional responses increases the predictive power of traditional models of diffusion. On the one hand, experienced emotion may simply be a function of gained benefits and, as such, may already be captured in extant models through cognitive assessments of net benefits. On the other hand, and as data from two empirical and longitudinal studies demonstrate, the learning process is potentially emotion generating (independent of net benefits), and this emotion colors product evaluations. The emotional influence is sizable and, importantly, not a straightforward case of “easier is better.” In this work, the authors present the E 3 (expectation → emotion → evaluation) model, which describes how managers can better predict and influence the successful diffusion of complex technological products.