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How should technological innovations framed to facilitate adoption? - the effect of gain/loss framing on 5g network technology
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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.
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Technology adoption Diffusion of innovations 5g network technology Framing Gain Loss