Computer systems cannot improve organizational performance if they aren't used. Unfortunately, resistance to end-user systems by managers and professionals is a widespread problem. To better predict, explain, and increase user acceptance, we need to better understand why people accept or reject computers. This research addresses the ability to predict peoples' computer acceptance from a measure of their intentions, and the ability to explain their intentions in terms of their attitudes, subjective norms, perceived usefulness, perceived ease of use, and related variables. In a longitudinal study of 107 users, intentions to use a specific system, measured after a one-hour introduction to the system, were correlated 0.35 with system use 14 weeks later. The intention-usage correlation was 0.63 at the end of this time period. Perceived usefulness strongly influenced peoples' intentions, explaining more than half of the variance in intentions at the end of 14 weeks. Perceived ease of use had a small but significant effect on intentions as well, although this effect subsided over time. Attitudes only partially mediated the effects of these beliefs on intentions. Subjective norms had no effect on intentions. These results suggest the possibility of simple but powerful models of the determinants of user acceptance, with practical value for evaluating systems and guiding managerial interventions aimed at reducing the problem of underutilized computer technology.

User Acceptance of Computer Technology: A Comparison of Two Theoretical Models

Evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value. Propositions ab...

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Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence:

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...

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Conceptualizing, measuring, and managing customer-based brand equity

Publisher Summary
This chapter outlines the two basic routes to persuasion. One route is based on the thoughtful consideration of arguments central to the issue, whereas the other is based on the affective associations or simple inferences tied to peripheral cues in the persuasion context. This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion. One of the basic postulates of the Elaboration Likelihood Model—that variables may affect persuasion by increasing or decreasing scrutiny of message arguments—has been highly useful in accounting for the effects of a seemingly diverse list of variables. The reviewers of the attitude change literature have been disappointed with the many conflicting effects observed, even for ostensibly simple variables. The Elaboration Likelihood Model (ELM) attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major processes underlying persuasion and indicating the way many of the traditionally studied variables and theories relate to these basic processes. The ELM may prove useful in providing a guiding set of postulates from which to interpret previous work and in suggesting new hypotheses to be explored in future research.

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The elaboration likelihood model of persuasion

This paper presents a theoretical model of situation awareness based on its role in dynamic human decision making in a variety of domains. Situation awareness is presented as a predominant concern in system operation, based on a descriptive view of decision making. The relationship between situation awareness and numerous individual and environmental factors is explored. Among these factors, attention and working memory are presented as critical factors limiting operators from acquiring and interpreting information from the environment to form situation awareness, and mental models and goal-directed behavior are hypothesized as important mechanisms for overcoming these limits. The impact of design features, workload, stress, system complexity, and automation on operator situation awareness is addressed, and a taxonomy of errors in situation awareness is introduced, based on the model presented. The model is used to generate design implications for enhancing operator situation awareness and future directio...

Toward a Theory of Situation Awareness in Dynamic Systems

Behavioral simulation models in marketing systems

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The Construction of Preference: Measuring Constructed Preferences: Towards a Building Code

“Celebrity Endorsement and Self-Brand Connections” Jennifer Edson Escalas, Vanderbilt University James R. Bettman, Duke University We propose that consumers purchase brands in part to construct self-concepts and, in so doing, form self-brand connections. We focus on celebrity endorsements as a source of brand meaning. Results from our first experiment show that brands with images consistent with a celebrity endorser enhance self-brand connections for consumers when they like the celebrity, but harm them when consumers dislike the celebrity. A second study tests our prediction that the influence of celebrity endorsement will differ depending on whether the consumer has active self-enhancement goals, such that the influence of celebrities will be greater for higher self-enhancement needs. “The Role of Self-Brand Connections in Brand Evaluations” Shirley Y. Y. Cheng, University of Illinois at Urbana-Champaign Tiffany Barnett White, University of Illinois at UrbanaChampaign Lan Nguyen Chaplin, University of Illinois at UrbanaChampaign An impressive body of research demonstrates that individuals use products to create and communicate their self-concepts (e.g., Belk 1988; Sirgy 1982; Solomon 1986). Particularly interesting in this regard are consumer brands, which are ideally suited to this process given the wide availability of brands and the range of distinctive brand images they reflect (e.g., Fournier 1998; Muniz and O’Guinn 2001; Schouten and McAlexander 1995). Consumers can appropriate associations belonging to brands, such as user characteristics or personality traits, and incorporate them into their self-concepts, thereby forming self-brand connections (SBC) (Escalas and Bettman 2003). The prevailing view of how brands are related to the selfconcept is that consumers engage in a matching process to identify products or brands that are congruent with their self-images (Gardner and Levy 1955). Escalas and Bettman (2003) adopt a prototype matching view, where individuals imagine prototypical users of alternative brands and select ones that maximize similarity to their actual or desired self-concept, thereby forging a self-brand connection. In short, current research examines how brand-evaluations affect whether consumers make SBC (i.e., Brandevaluations→SBC). Is it possible that a feedback effect might be

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James R. Bettman

Papers

Behavioral simulation models in marketing systems

The Construction of Preference: Measuring Constructed Preferences: Towards a Building Code

Celebrity Endorsement and Self-Brand Connections

Attachment Style, Psychological Security, and Consumer Response to Special Possession Loss

A Perspective on Using Computers to Monitor Information Acquisition