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Introduces an adopter‐centered, process‐oriented model with which to explore behavioral processes related to technology adoption. This approach enables us to learn about adoption as a process and to explore the subprocesses that affect perceptions and attitudes. This perspective provides the opportunity for a much richer understanding of how adoption occurs and how it can be influenced. Sensemaking focuses on the adopter herself, i.e. her mental frameworks, and the antecedents and products of those frameworks. The sensemaking model describes the evolution of the adopter’s mental framework. Rogers’ innovation‐decision process model charts a progression of activities during the adoption process, whereas the sensemaking model explains the adopter’s mental mechanics at each stage.

Develops and tests a general model for understanding the influence of query‐based decision aids (QBDA) on consumer decision making in the electronic commerce environment. The results show that the use of well‐designed query‐based decision aids leads to increased satisfaction with the decision process and increased confidence in judgements. The number of stages of phased narrowing of the consideration set was higher in the case of subjects who had access to the query‐based decision aids. The mediating variables through which this influence occurs are size of the consideration set, similarity among the alternatives in the consideration set, cognitive decision effort, and perceived cost savings. The size of the consideration set and the similarity among the alternatives in the consideration set were higher in the case of subjects who had access to the query‐based decision aid. Subjects who had access to the query‐based decision aid perceived an increased cost savings and a lower cognitive decision effort associated with the purchase decision. This research is done in the context of consumers searching for information on the World Wide Web prior to the purchase of cars.