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Today, technological implants are being developed to increase innate human capacities, such as memory or calculation speed, and to endow us with new ones, such as the remote control of machines. This study's aim was two-fold: first, to introduce a Cognitive-Affective-Normative (CAN) model of technology acceptance to explain the intention to use this technology in the field of consumer behavior; and second, to analyze the differences in the intention to use it based on whether the intended implant recipient is oneself or one's child (i.e., the moderating effect of the end user). A multi-group analysis was performed to compare the results between the two groups: implant “for me” (Group 1) and implant “for my child” (Group 2). The model largely explains the intention to use the insideable technology for the specified groups [variance explained (R2) of over 0.70 in both cases]. The most important variables were found to be “positive emotions” and (positive) “subjective norm.” This underscores the need to broaden the range of factors considered to be decisive in technology acceptance to include variables related to consumers' emotions. Moreover, statistically significant differences were found between the “for me” and “for my child” models for “perceived ease of use (PEU)” and “subjective norm.” These findings confirm the moderating effect of the end user on new insideable technology acceptance.

Wine is a traditional beverage with a saturated market, in which consumers are open to innovation. In this context, an innovative experience was launched to create a new natural sparkling red wine with a view to diversifying production and studying its acceptance. This paper uses an original acceptance model for new foods called the Cognitive-Affective-Normative (CAN) model. The model was tested on a sample of 500 Spanish consumers in a real-world test context and explains 64.1% of the intention to consume the new wine. The results showed the importance of the cognitive factor in consumer intention. In particular, sensory and price benefits were found to be the key criteria explaining the intention to consume (41.34%). The results also confirmed the usefulness of expanding the factors that determine new food acceptance to include the emotional and normative dimensions of consumer behaviour. The social norm (18.54%) and affective factors (4.2%) contributed to the explanation of the underlying reasons influencing consumers' assessments of the product. It is proposed that efforts focus on new visual, olfactory and taste-related sensations with a view to producing an appetising product that offers good value for money. Research and development institutes should innovate towards products that highlight these sensations. Therefore, attention should be drawn to the importance of acting on potential consumers' reference groups and membership groups, with a view to involving them in recommending the product. Managers should focus on measuring and influencing social opinion, working on marketing communication to achieve acceptance.Additional key words: consumer acceptance; new foods; wine; performance expectancy; social norm; emotions.Correspondence should be addressed to Eva Reinares: eva.reinares@urjc.es Authors' contributions:The three co-authors participated in all stages of the work, including the conception and design of the research, the revision of the intellectual content and the drafting of the paper. Competing interests:The authors have declared that no competing interests exist.

The aim of this study is to analyze how certain voice features of radio spokespersons and background music influence the advertising effectiveness of a radio spot from the cognitive, affective and conative perspectives. We used a 2 x 2 x 2 x 2 experimental design in 16 different radio programs in which an ad hoc radio spot was inserted during advertising block. This ad changed according to combinations of spokesperson's gender (male–female), vocal pitch (low–high) and accent (local–standard). In addition to these independent factors, the effect of background music in advertisements was also tested and compared with those that only had words. 987 regular radio listeners comprised the sample that was exposed to the radio program we created. Based on the differences in the levels of effectiveness in the tested voice features, our results suggest that the choice of the voice in radio advertising is one of the most important decisions an advertiser faces. Furthermore, the findings show that the inclusion of music does not always imply greater effectiveness.