Abstract
This paper combines goal orientation theory with recent studies of consumer cognitive and emotional responses to new technological products to examine the drivers of new product usage. In a three wave, longitudinal field study with real consumers of new communication products, we find that consumers' goal orientation has a strong self-reinforcing effect on new product usage across time and that this effect is reinforced by usage surprises, product knowledge and perceived product newness. Whilst approach goal orientation acts as a driver for long term usage, avoidance goal orientation has a resilient, negative effect on product usage. We discuss the implications for marketers of technological consumer products.