<p>This study investigates how different types of money priming influence consumers’ purchasing decisions for innovative products within a risk decision-making framework. Experiment 1 explores the direct relationship between three types of money priming—money concept priming, money abundance priming, and money deprivation priming—and risk-related behaviors. Experiment 2 further examines how these priming types affect purchasing decisions for core and marginal innovative products. In this study, core innovative are defined as offerings that substantially change essential product attributes and therefore entail higher perceived risk, whereas marginal innovative products involve minor changes to non-essential features and are perceived as lower-risk. The findings reveal that money concept priming and money abundance priming encourage risk-seeking behavior and increase consumers’ willingness to purchase core innovative products, whereas money deprivation priming enhances risk-avoidance tendencies and reduces the likelihood of purchasing core innovative products. By extending money priming effects from abstract risk tasks to the adoption of innovative products and identifying innovation level (core vs. marginal) as a boundary condition, this study contributes to research on risk decision-making and consumer behavior while providing valuable insights for developing effective marketing strategies.</p>