Guest editorial: Re-imagining diffusion and adoption of emerging technologies

Technology adoption is one of the most important research streams in the field of IS. However, it has largely been studied with endpoint models rather than process models. In this research, we attempt to develop a process model for technology adoption using fMRI (functional Magnetic Resonance Imaging) techniques. fMRI techniques allow us to directly investigate the cognitive process of technology adoption instead of using mental representations such as perceived usefulness and perceived ease of use. We measure the brain activities of 22 students from a major western US university while they are making the decision to download or not download apps using a novel temporal neural correlate analysis. The research finds that the download decision is a complex process that includes the visual regions of the brain, the anterior cingulate cortex, the middle temporal gyrus and many other regions. The practical implication is that there are many points of intervention to influence the download decision. In particular, the visual features of app presentation seem to be a very important consideration.