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Abstract

This thesis investigates the influence of changes in the context of technology use, evaluated through the technology acceptance model (TAM) and the affect heuristic, on the assessment and preference for sustainable technologies. The specific objective is to advance the exploration of how decision interfaces and contexts, varying in conveyed risks and benefits, influence technology judgment and preference with the aim of contributing to existing literature on behaviour change. The two studies, denoted as Study 1 and Study 2, focus on measuring individuals’ judgments of battery electric vehicles (BEVs) for business trips and the choice between BEVs and internal combustion engine vehicles. By conducting both studies in Germany, this thesis specifically investigates BEVs as the sustainable alternative to conventional cars in a country that exhibits a slower adoption rate of BEVs compared to other nations. The outcomes of the TAM in Study 1 largely align with the findings of comparable TAM variants. Incorporating gamification into car booking software influenced several TAM relationships in predicting individuals' behavioural intentions to book a BEV. Furthermore, the results demonstrate an influence of gamification and differentially risky BEV usage contexts on the strength of the association between individuals' behavioural intentions and their choice of car type. However, the data reveal that gamification did not serve as a motivating factor for participants to prefer BEVs over conventional cars, regardless of the level of risk associated with the business trip. Additionally, making car choices for higher-risk business trips was linked to a higher attrition rate from the car booking experiment. In Study 2, the re-examination of the inverse correlation between risks and benefits of items was substantiated concerning BEVs. However, the findings indicate that the utilisation of information, including a gamified variant, aimed at modifying individuals' judgments of BEVs, did not significantly impact the assessment of risks or benefits. When gamification was absent (i.e. control group), the majority of participants booked a BEV, and car type choices did not exhibit statistically significant differences across the four experimental conditions. Conversely, when gamification was present (i.e. treatment group), the preference for the car type varied noticeably across the four conditions. Consequently, the results of this thesis illustrate how even seemingly minor alterations to a technology usage context can influence individuals' judgment and choices of technologies. Particularly, the findings of Study 2 provide novel insights into the broader application of gamification, extending beyond its conventional role in enhancing performance or engagement.

Publication Type:	Thesis (Doctoral)
Subjects:	B Philosophy. Psychology. Religion > BF Psychology
Departments:	School of Health & Psychological Sciences > Psychology School of Health & Psychological Sciences > School of Health & Psychological Sciences Doctoral Theses Doctoral Theses

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