Focus: Acceptance of new products and (communication) technologies

Innovative products and (communications) technologies are often seen by developers as disruptive and as the "next big thing" that will achieve great market success. In most cases, however, these expectations of success are quickly disappointed. A major reason for the failure of new products and technologies is the lack of acceptance on the part of the targeted users, which leads to a lack of adoption of the innovation. The adoption factors and barriers are manifold and often lie in the subjective perception of the potential users, which is often diametrically opposed to the view of the developers. This is the focus of the research area "Acceptance of New Products and Technologies"  at the Department of Marketing.

Topics on the following questions are particularly encouraged:

• What are key adoption factors and barriers of technologies (e.g. blockchain, AI) among commercial users?
• What influence does the degree of innovation have on the adoption of new products or technologies?
• What role do emotions play in the adoption of (technological) innovations?
• What influence does the trust of potential users of new technologies in the provider [brand, technical features] have on adoption?      
• Which communication approaches / strategies are important for the successful diffusion of new products or technologies? 
• How can the user experience of new products or technologies be measured and designed?
• How can the persistent tendency to use established products or technologies be explained and overcome?
• What does trust in AI-based assistants (e.g., ChatGPT) depend on?
• How do autonomous assistance systems influence perceived consumer sovereignty?

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