Traditional models of innovation characteristics primarily emphasize cognitive evaluations, assuming that consumers make adoption decisions based on rational assessments of how well a new product meets their needs. However, this cognitively dominant perspective may be overly restrictive, particularly given that consumers often lack familiarity with innovations, making purely rational evaluations unlikely. This study proposes a more balanced cognitive-affective adoption model by introducing brand trust as a key affective-based innovation characteristic. This model supports the relevance of the Stimulus-Organism-Response (S–O-R) framework and the “think-feel-do” sequence from the Hierarchy of Effects model in understanding innovation adoption. Incorporating affective dimensions into the innovation adoption model enhances its predictive capability, offering a more holistic view of consumer decision-making in innovation contexts.