Priming system 1 influences user acceptance

Van Der Heijden, Hans (2013) Priming system 1 influences user acceptance. In: Twelfth annual workshop on HCI research in MIS, 15 December 2013, Milan, Italy.

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The study examines an alternative conceptualization of user acceptance, where acceptance is a function of two modes of thinking: one that is fast, intuitive, and automatic (known as System 1), and one that is slow, more deliberate, and voluntary (known as System 2). Such a conceptualization can accommodate cases of affect substitution, where users rely on System 1 only, without activating System 2. An experiment is conducted (N = 250) in which users are primed for System 1 or System 2. The headline contribution is that, in the context of an unattractive but potentially useful software application, users primed for System 1 show weaker intentions to download the application than those who are primed for System 2 (mean score 5.25 versus 6.30, on a scale of 1 to 7). The difficulty of reconciling this result with traditional frameworks illustrates the relevance of the dual processing model.

Item Type: Conference or Workshop Item (Paper)
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: T Technology > T Technology (General) > T0055.4 Industrial engineering. Management engineering > T0058.6 Management information systems
Depositing User: Hans Van Der Heijden
Date Deposited: 27 Feb 2014 10:41
Last Modified: 27 Feb 2014 10:41

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