Bolstering Attitudes: An Introduction to the Foundations of Attitude Strength and Their Consideration in IS Adoption Research
Markus Nöltner
Julia Krönung
Beiträge in referierten Konferenzbänden
erschienen in:
Proceedings of the 36th International Conference on Information Systems (ICIS 2015), Fort Worth, TX, USA, 2015.

Mixed results of attitude as a determinant of information system (IS) adoption suggest that there is more to an attitude's impact than evaluating the IS or its usage as favorable or unfavorable. This paper goes beyond the favorable-unfavorable valence of attitude by introducing the concept of attitude strength, which explains whether an attitude is strong, that is impactful and durable. First, a review of the social psychology literature synthesizes knowledge on strength-related attitude features, which function as indicators of strong attitudes. Subsequently, a review of the IS adoption literature reveals that based on these features, IS adoption research is far from using the potential the attitude strength concept offers. Finally, this paper proposes a framework that integrates the strength-related attitude features in an IS adoption context. The framework is meant to guide future application of attitude strength toward a better understanding of an attitude's impact in IS adoption.