The blocking effect of preconceived bias
作者：
Highlights：
• Combines theories of bias and blocking to explain the decision to use a technology.
• Experimentally demonstrates the power of preexisting bias over subsequent experience.
• Findings contradict memory theory showing a heightened primacy over a recency effect.
• Findings show an anchoring effect with no subsequent adjustment for new information.
摘要
Research has shown that preexisting individual biases about a product can have negative effects on future purchase behavior or use. While extensively studied in marketing, the role of informational blocking with regard to decision making about information technologies has not been investigated. This research explores the interplay of biases as a form of information blocking and explores these biased-blocking effects in the context of technology. Results show that while different types of experience have a significant effect on the decision to use a technology product, this effect is completely blocked by the preconceived bias of the individual about the technology.
论文关键词：Bias,Blocking,Expectancy disconfirmation,Experience,“But I think the one thing that sets apart our stores and Apple, is fundamentally two types of people in the world, in my view. There are believers and there are skeptics. Apple is filled with believers.” — Ron Johnson (Apple, Inc. Sr. VP of Retail Operations), 2004.
论文评审过程：Received 14 March 2017, Revised 30 January 2018, Accepted 5 February 2018, Available online 10 February 2018, Version of Record 16 April 2018.
论文官网地址：https://doi.org/10.1016/j.dss.2018.02.002
