To Maximize Your Website, Use 'Psychological Distance' to Your Advantage. One of the primary aims of consumer psychology is to understand the way individuals evaluate objects and events.
Numerous studies have led to an understanding that evaluations and choices are driven not only by the quality and value of an object, but also by internal factors such as subjective perceptions. Construal-level theory (CLT) suggests that one important determinant that influences people’s perceptions is psychological distance. Here, I will discuss three different aspects of psychological distance: conceptual distance, time distance and desirability vs. feasibility. Each of these aspects has important implications on customer experience. When used wisely, they can affect the online interaction by influencing the visitor’s state of mind. Psychological distance affects the way an object or event is represented in our minds, as well as how concrete or abstract those thoughts are. Related: 6 Powerful Psychological Effects That Explain How Our Brains Tick.
Technology acceptance model. The Technology Acceptance Model, version 1. (Davis 1989) The Technology Acceptance Model (TAM) is an information systems theory that models how users come to accept and use a technology. The model suggests that when users are presented with a new technology, a number of factors influence their decision about how and when they will use it, notably: Perceived usefulness (PU) - This was defined by Fred Davis as "the degree to which a person believes that using a particular system would enhance his or her job performance".Perceived ease-of-use (PEOU) - Davis defined this as "the degree to which a person believes that using a particular system would be free from effort" (Davis 1989).
The TAM has been continuously studied and expanded-the two major upgrades being the TAM 2 (Venkatesh & Davis 2000 & Venkatesh 2000) and the Unified Theory of Acceptance and Use of Technology (or UTAUT, Venkatesh et al. 2003). History[edit] Bagozzi, Davis and Warshaw say: Usage[edit] Criticisms[edit] See also[edit] Theory of Planned Behavior. Bobbitt, L. M., & Dabholkar, P. A. (2001). Integrating attitudinal theories to understand and predict use of technology-based self-service: The internet as an illustration. International Journal of Service Industry Management, 12(5), 423-450. Bosnjak, M., Tuten, T. Brown, S. Celuch, K., Taylor, S. Chau, P. Unified Theory of Acceptance and Use of Technology.