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13 p, 1.6 MB Assessing the moderating effect of the end user in consumer behavior : the acceptance of technological implants to increase innate human capacities / Pelegrín Borondo, Jorge (Universidad de La Rioja. Departamento de Economía y Empresa) ; Reinares Lara, Eva (Universidad Rey Juan Carlos. Departamento de Economía y Empresa) ; Olarte Pascual, Cristina (Universidad de La Rioja. Departamento de Economía y Empresa) ; Garcia Sierra, Marta (Universitat Autònoma de Barcelona. Institut de Ciència i Tecnologia Ambientals)
Today, technological implants are being developed to increase innate human capacities, such as memory or calculation speed, and to endow us with new ones, such as the remote control of machines. This study's aim was two-fold: first, to introduce a Cognitive-Affective-Normative (CAN) model of technology acceptance to explain the intention to use this technology in the field of consumer behavior; and second, to analyze the differences in the intention to use it based on whether the intended implant recipient is oneself or one's child (i. [...]
2016 - 10.3389/fpsyg.2016.00132
Frontiers in psychology, Vol. 7, (February 2016) , Art. 132, p. 1-13  

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