The role of grounded approaches has been advocated for long in IS research. However, the
inherent subjectivity of such approaches and the apparent lack of a basis to validate or even
replicate such research has often been the subject of debate among IS researchers. As a result,
many IS researchers tend to fall back on variance-theoretic approaches to conceptualize, design
and operationalize their research. In this paper, we show how a grounded approach, interpretive
structural modeling (ISM), can be used to qualitatively elicit individual cognitive structures.
Further, we show how it can be applied to derive the shared aspects of such a structure across
many individuals. We use the well-known technology acceptance model (TAM) to demonstrate the
utility of our approach. We conclude the paper by discussing the strengths and weaknesses of this
Kanungo, Shivraj and Jain, Vikas, "The significant others of subjective norm - A scientometric study of subjective norm in IS top-journals over two decades" (2009). ECIS 2009 Proceedings. 90.