Proposes that a recipient’s judgment on a persuasive message depends on one’s position on the topic. There are three categories of positions: latitude of acceptance, latitude of rejection, and latitude of noncommitment. An assimilation effect occurs when recipients of a message exaggerate the degree of agreement between their beliefs and the message. However, a contrast effect occurs when the recipients of a message overstate the difference between their beliefs and the message. Small to moderate discrepancies between the recipient’s beliefs and the message’s position will cause changes in attitude, but large discrepancies will not.
Published in Chapter:
Contemporary Information Systems Alternative Models to TAM: A Theoretical Perspective
Ahmed Y. Mahfouz (Prarie View A&M University, USA)
Copyright: © 2009
|Pages: 13
DOI: 10.4018/978-1-60566-659-4.ch013
Abstract
Based on the theory of reasoned action, the technology acceptance model (TAM) has been one of the most widely used theories in management information systems research. This chapter proposes several alternative theories from the literature to TAM. Four theories are showcased that actually reveal a reverse relationship in contrast to the traditional attitude-behavior relationship in TAM. These four theories are theory of cognitive dissonance, social judgment theory, theory of passive learning, and self-perception theory. Other alternatives to TAM and other popular theories are flow theory, cognitive load theory, capacity information processing theory, and information processing theory. These theories are applicable in e-commerce, online consumer behavior, online shopping, immersive gaming, virtual social interactions, and cognitive research. Pragmatic examples are shown for the theories.