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Consumer responses to high-technology products: Product attributes, cognition, and emotions


  • Lee, Seunghyun
  • Ha, Sejin
  • Widdows, Richard


The present study investigates how high-technology attributes influence consumer responses. Based on Mehrabian and Russell's Stimulus–Organism–Response (S–O–R) framework (1974), this study proposes that high-technology product attributes elicit consumers' cognitive (attitude) and affective states (pleasure and arousal), contributing to their approach–avoidance behavior. High-technology product users (N=408) participated in surveys. The results provide support for the model. Among six factors of high-technology product attributes (usefulness, ease of use, innovativeness of technology, visual appeal, prototypicality, and self-expression), the latter four have major influences on approach behavior through attitude (cognitive state) and pleasure (affective state). Supplemental analysis shows that attitude and pleasure influence approach–avoidance behavior directly, but that arousal affects approach–avoidance behavior indirectly via pleasure.

Suggested Citation

  • Lee, Seunghyun & Ha, Sejin & Widdows, Richard, 2011. "Consumer responses to high-technology products: Product attributes, cognition, and emotions," Journal of Business Research, Elsevier, vol. 64(11), pages 1195-1200.
  • Handle: RePEc:eee:jbrese:v:64:y:2011:i:11:p:1195-1200
    DOI: 10.1016/j.jbusres.2011.06.022

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    References listed on IDEAS

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    Cited by:

    1. Wu, Chih-Wen, 2015. "Facebook users' intentions in risk communication and food-safety issues," Journal of Business Research, Elsevier, vol. 68(11), pages 2242-2247.
    2. repec:eee:touman:v:60:y:2017:i:c:p:308-321 is not listed on IDEAS
    3. Ferreira, Jorge Brantes & da Rocha, Angela & da Silva, Jorge Ferreira, 2014. "Impacts of technology readiness on emotions and cognition in Brazil," Journal of Business Research, Elsevier, vol. 67(5), pages 865-873.
    4. Giese, Joan L. & Malkewitz, Keven & Orth, Ulrich R. & Henderson, Pamela W., 2014. "Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strength," Journal of Business Research, Elsevier, vol. 67(6), pages 1154-1161.
    5. Sangmin Jun & Jungsung Yeo, 2012. "Coping with Negative Emotions from Buying Mobile Phones: A Study of Korean Consumers," Journal of Family and Economic Issues, Springer, vol. 33(2), pages 167-176, June.


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