查看文章

Innovative technologies often feature inherently conflicting properties. This poses a challenge for marketers because negative properties not only weigh heavily on consumers' technology adoption decisions but potentially do more so than positive ones. To shed light on the paradox of technology and its underlying processes, the present research develops a conceptual model drawing on technology adoption and valence perception theories about the prevalence of negativity bias in consumers' technology adoption decisions with its unique effect through the serial chain of consumers' perceptions of risk and trust regarding the technology. Results of three studies (N = 1309) demonstrate that the effect of negative valence consistently outperforms that of positive valence in consumers' technology adoption intentions (Studies 1–2) and decisions (Study 3). Furthermore, results show that the disproportionate effect of …