The paradox of technology: Negativity bias in consumer adoption of innovative technologies

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 the paradox of and its underlying processes, present research develops conceptual model drawing valence perception theories about prevalence negativity bias in with unique effect through serial chain perceptions risk trust regarding technology. Results three studies (N = 1309) demonstrate that consistently outperforms intentions (Studies 1–2) (Study 3). Furthermore, results show disproportionate (vs. positive) can be explained by proposed causal 2–3) while ruling out company consumer knowledge as alternative drivers effects These findings contribute to pertinent literature psychology adopt novel they quantify explain potential outcome stemming from ambiguous Moreover, this study finds an overlooked implications marketing practice useful understanding lowering resistance towards artificial intelligence