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Although adopting product innovations could be beneficial for consumers, consumers often show negative emotional responses to innovations. An important reason for these negative emotions is that consumers experience difficulty when learning about really new products (RNPs) because the knowledge required goes beyond consumers' stored knowledge and using RNPs is difficult to imagine. To alleviate consumers' negative emotional responses, this paper conceptually proposes that using productdoi:10.5281/zenodo.2629389 fatcat:yg3lhnn6abbbxn5hj3kjs2kqm4