Thinking and feeling about novelty: How cognition and emotion shape investment in novel ideas
研究新颖创意的框架如何通过认知和情感两条路径影响投资者的投资意愿，发现高解释水平框架激发经济动机投资者的希望，低解释水平框架激发非经济动机投资者的敬畏。
Abstract While prior research on the strategic framing of innovation highlights the cognitive mechanisms underlying novelty evaluation, we know little about the corresponding emotional mechanisms. Drawing on appraisal theory, construal level theory, and the literature on emotions, we theorize two distinct appraisal‐emotion pathways through which the framing of novel ideas evokes hope and awe among investors with different motives. We argue that high‐construal framing supplements economically motivated investors' low‐level feasibility orientation, which evokes hope and increases their willingness to invest. By contrast, low‐construal framing supplements non‐economically motivated investors' high‐level desirability orientation, which evokes awe and increases their willingness to invest. We test and find some support for these within‐motive pathways across three studies. Our study offers new theoretical and practical insights on the strategic framing of novel ideas.