Sadness bright as glass: the acceptance of emotionally sensitive radical innovation

Abstract

The existing literature acknowledges the importance of emotions in consumer decision-making and the challenges of radical innovation adoption; however, the literature seldom combines these two streams. The purpose of this study was to analyse potential adopters’ considerations concerning an innovation that is targeted at intense negative emotions. Choosing a case-study strategy enabled us to focus on extremely negative emotions (related to death) and the acceptance of a radical innovation (a memorial stone made of glass). In this study, we applied a longitudinal mixed-methods approach. Data were collected via interviews with consumers (357 respondents), the entrepreneur and her employee. Findings show that an emotionally sensitive radical innovation evokes more intense emotions and emotional ambivalence among consumers. Its acceptance also seems to depend on the age and gender of the customers and requires cultural change. A lengthy adoption process seems to be characteristic of emotionally intensive innovation. This study has implications for managers facing the challenge of creating new markets for a radical innovation that involves extreme emotions on the part of consumers. Theoretically, the study contributes to both innovation adoption and consumer decision-making literature.

Keywords:

• negative emotion
• emotional ambivalence
• radical innovation
• innovation adoption
• consumer decision-making

Acknowledgements

A previous version of this paper was presented at the Academy of Marketing 2014 Conference in Bournemouth, England.

Additional information

Funding

This work was supported by the Finnish Funding Agency for Technology and Innovation [Tekes 40259/13] and the Foundation for Economic Education [3-1961].

Notes on contributors

Leila Hurmerinta

Dr Leila Hurmerinta is a Professor at the Department of Marketing and International Business, Turku School of Economics, University of Turku. Her main research interests include innovations and marketing, methodological pluralism, and small businesses’ internationalisation. She has published articles in books and various journals, such as European Journal of Innovation Management, Management International Review and Journal of International Entrepreneurship.

Birgitta Sandberg

Dr Birgitta Sandberg is a Postdoctoral Research Fellow at the Department of Marketing and International Business, Turku School of Economics, University of Turku. Her main research interests include the development and marketing of radical innovations, entrepreneurial innovators, and the role of emotions in innovation processes. Her publications include a book entitled Managing and Marketing Radical Innovations, Marketing New Technology (2008, Routledge), and articles in books and various journals, such as Industrial Marketing Management, Journal of Business Research, Creativity and Innovation Management and Technovation.

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