Based on existing theory and research, it was proposed that reactions to novel technologies are substantially shaped by factors that influence their apparent fit with individuals' self-conceptions. Three studies, one in the field and two in the laboratory, involving three different manipulations aimed at influencing perceived self/novel (to the participants) technology fit were done to test this proposition. In Studies I and 2, the manipulations yielded significantly more positive attitudes toward a novel technology (both studies) and better retention of information about it (Study 2). In Study 3, measurement of the strength of a major chronic value tied to self-definition (individualism/collectivism) among subjects was crossed with a manipulation of apparent self/technology fit. Significant main and interaction effects of these factors on two types of attitudes toward the technology and on memory for information about it were found. Applied implications of these results are discussed.
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