Department of Management

Negativity Bias in Consumer's Adoption of Innovations and the Role of Trust in Technology

Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review

Introducing innovations to the marketplace imposes a serious challenge for companies due to the sometimes-uncontrollable consequences of the newly distributed information. In an experimental, longitudinal study, we examine the effect of positive and negative publicity on consumer’s trust and subsequent adoption of a technological innovation. We further study the persistence of the effect of information over time and test for differences in consumer’s pre-adoption and post-adoption mindset. Our findings show that exposure to negative publicity decreases consumer’s trust in the technology way more than positive publicity increases it, a result we attribute to negativity bias in consumer’s information processing. We further show that the effect of negative publicity is stable over time and affects innovation adopters and non-adopters alike. Finally, we show that trust in the technology mediates the effect of negative publicity on innovation adoption. We discuss theoretical and managerial implications and provide directions for future research.
Original languageEnglish
Publication year2019
Publication statusPublished - 2019
EventInnovation, Entrepreneurship and Knowledge Academy (formerly GIKA) Conference - Verona, Italy
Duration: 11 Jun 201913 Jun 2019
Conference number: 10


ConferenceInnovation, Entrepreneurship and Knowledge Academy (formerly GIKA) Conference

    Research areas

  • Negativity bias, Publicity, innovation adoption, trust in technology

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