September 2026
Intermediate
288 pages
7h 45m
English
Content preview from Customer Engagement Strategy
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7 Addressing roadblocks and overcoming constraints
Introduction: social and emotional paths to technology adoption
You may recall from Chapter 2 that Personal Innovativeness in IT (PIIT) and consumption capital, consumers’ experience with technology, are important drivers of technology adoption. Yet in practice, adoption is rarely driven by rational evaluation alone. New technologies often create moments of uncertainty. In these situations, two additional forces become decisive to help customers overcome adoption roadblocks: social influence and emotional attachment (Schlimm, 2026).
On the social side, people look to others for orientation. Observing peers, reference groups or trusted voices using a technology reduces uncertainty and signals ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.