When considering new products, anxiety creates approach response (i.e., interest, purchase) rather than avoidance response (i.e., disinterest, failure to purchase) when consumers hope for the goal-congruent outcomes.
When considering new products, anxiety creates approach response (i.e., interest, purchase) rather than avoidance response (i.e., disinterest, failure to purchase) when consumers hope for the goal-congruent outcomes.