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Paper Number
1279
Paper Type
Short
Description
In a longitudinal study of differences in framing an introduction of Grammarly, we find a gain framing to be more effective. Grammarly is an online spell-checking tool that can, for example, improve the text quality of students. We used the unified theory of acceptance and use of technology UTAUT to study framing effects on adoption behavior. In a survey experiment, we presented students with a description of Grammarly that was either framed towards potential gains or potential losses use would avoid. Contrary to prior findings in the context of IS security, we find a gain framing to be more effective. We discovered, however, that the framing was only effective after three months, which offers initial insights into the effects of framing in information systems and raises new questions. We plan to study this effect further in a follow-up study with a larger number of participants.
Recommended Citation
Godefroid, Marie and Plattfaut, Ralf, "The Power of Positivity: Framing IS adoption messages just right" (2022). ICIS 2022 Proceedings. 2.
https://aisel.aisnet.org/icis2022/is_implement/is_implement/2
The Power of Positivity: Framing IS adoption messages just right
In a longitudinal study of differences in framing an introduction of Grammarly, we find a gain framing to be more effective. Grammarly is an online spell-checking tool that can, for example, improve the text quality of students. We used the unified theory of acceptance and use of technology UTAUT to study framing effects on adoption behavior. In a survey experiment, we presented students with a description of Grammarly that was either framed towards potential gains or potential losses use would avoid. Contrary to prior findings in the context of IS security, we find a gain framing to be more effective. We discovered, however, that the framing was only effective after three months, which offers initial insights into the effects of framing in information systems and raises new questions. We plan to study this effect further in a follow-up study with a larger number of participants.
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12-ImplAndAdopt