Emotions and consumers' adoption of innovations: An integrative review and research agenda.

• Emotions have a multifaceted and complex influence on innovation adoption. • Emotions' cognitive content should be considered when modelling innovation adoption. • Emotions are elicited by other targets than the innovation itself. • Emotions' influence on adoption changes through the phases of the process. • Emotion regulation explains the non-deterministic influence of emotions. The dominant models of innovation adoption have traditionally overlooked the role of emotions, despite the relevance of this construct in consumer decision-making. To address this historical gap, a notable stream of research on emotions in innovation adoption has emerged in recent years. To enrich our understanding of the psychology of innovation adoption, this paper integrates insights from research on emotions in psychology with a systematic review of the literature on consumer emotions in innovation adoption. Drawing on well-established theories of emotions and decision-making, we derive five fundamental dimensions that help define the role of emotions in the consumer adoption of innovations. A systematic review of existing evidence within the specific field of innovation adoption summarises the existing evidence through the lens of the five dimensions. The contributions of the paper are twofold. First, the paper offers a novel perspective that provides a deeper understanding of emotions as a psychological mechanism enabling or impeding innovation adoption. Second, we set an agenda for invigorating research in this important domain. [ABSTRACT FROM AUTHOR]