How should technological innovations framed to facilitate adoption? - the effect of gain/loss framing on 5g network technology

Abstract

The present article explains how different presentations of information – namely the use of framing – of 5G network technology can become a powerful strength for facilitating its diffusion. An online survey revealed that the presentation of potential losses associated with the rejection to adopt 5G shapes people´s attitude towards the technology more positively than highlighting potential gains associated with its adoption and in turn increases their intention to adopt it. Thereby, this study makes valuable contributions to the innovation diffusion literature and holds practical implications for organizations to use loss framing to foster the adoption of new technologies – in particular 5G network.