Cognitive Biases in New Technology Appropriation: An experiment on the impact of judgmental and presentational priming

This paper extends individual-based theories of adaptive structuration by exploring the role of cognitive biases in shaping the individual sensemaking of a new technology (i.e., an online product configurator). We question whether cognitive biases intervene in the sensemaking process to influence the ensuing appropriation of the technology. We experimentally trigger cognitive biases by priming participants (N=645) with positive/negative judgments about the technology and with textual/visual instructions about its features. As outcome variables, we measure subjective and objective faithfulness of appropriation (FOA), and satisfaction with the technology. Results indicate that negative judgment lowers users’ satisfaction, but at the same time increases their objective FOA. Compared to textual priming, visual priming leads to higher satisfaction, and triggers an illusion of having appropriated the technology faithfully – although without influencing objective FOA. We conclude by showing implications for IS scholars and practitioners.