Business Commons^™

The Technology Effect: How Perceptions Of Technology Drive Excessive Optimism, Brent B. Clark, Christopher Robert, Stephen A. Hampton

Marketing and Management Faculty Publications

Purpose: We propose that constant exposure to advances in technology has resulted in an implicit association between technology and success that has conditioned decision makers to be overly optimistic about the potential for technology to drive successful outcomes. Three studies examine this phenomenon and explore the boundaries of this “technology effect.”

Design/Methodology/Approach: In Study 1, participants (N = 147) made simulated investment decisions where the information about technology was systematically varied. In Study 2 (N = 143), participants made decisions in a resource dilemma where technology was implicated in determining the amount of a resource available for harvest. Study 3 …