Needs-oriented communication results in positive attitudes towards robotic technologies among blue-collar workers perceiving low job demands

In the times of digital change, ensuring that employees do not resist digital technologies, but are motivated to use them, is crucial for organizational success. Therefore, the purpose of this research is testing a communication strategy to improve the attitude towards new technology (i.e., increase...

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Autores principales:	Nora Hampel, Kai Sassenberg
Formato:	article
Lenguaje:	EN
Publicado:	Elsevier 2021
Materias:	Needs-oriented communication Intervention Attitudes towards new technology Job demands Technology implementation Blue-collar work Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990
Acceso en línea:	https://doaj.org/article/ee07bd1488df4cc798fc11c1297936b7
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spelling	oai:doaj.org-article:ee07bd1488df4cc798fc11c1297936b72021-12-01T05:03:59ZNeeds-oriented communication results in positive attitudes towards robotic technologies among blue-collar workers perceiving low job demands2451-958810.1016/j.chbr.2021.100086https://doaj.org/article/ee07bd1488df4cc798fc11c1297936b72021-01-01T00:00:00Zhttp://www.sciencedirect.com/science/article/pii/S2451958821000348https://doaj.org/toc/2451-9588In the times of digital change, ensuring that employees do not resist digital technologies, but are motivated to use them, is crucial for organizational success. Therefore, the purpose of this research is testing a communication strategy to improve the attitude towards new technology (i.e., increase technology enthusiasm and reduce technology-based job insecurity and resistance to change), namely with needs-oriented communication. This communication strategy conveys how a digital technology can satisfy the needs of the recipient and thus illustrates its benefits. The results from an experiment with N = 137 blue-collar workers did not support the expectation that needs-oriented communication improves attitudes towards a robotic technology targeted in the communication among all workers. However, the results showed that needs-oriented communication increased technology enthusiasm among individuals currently perceiving low work demands (and thus felt capable of using the technology), but also increased technology-based job insecurity among workers with high task identity. In sum, these results indicate that needs-oriented communication can improve attitudes towards new technologies among workers with low perceived job demands. We discuss how the current findings can form the basis for further research and for practitioners’ strategies during the implementation of new technologies.Nora HampelKai SassenbergElsevierarticleNeeds-oriented communicationInterventionAttitudes towards new technologyJob demandsTechnology implementationBlue-collar workElectronic computers. Computer scienceQA75.5-76.95PsychologyBF1-990ENComputers in Human Behavior Reports, Vol 3, Iss , Pp 100086- (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Needs-oriented communication Intervention Attitudes towards new technology Job demands Technology implementation Blue-collar work Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990
spellingShingle	Needs-oriented communication Intervention Attitudes towards new technology Job demands Technology implementation Blue-collar work Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990 Nora Hampel Kai Sassenberg Needs-oriented communication results in positive attitudes towards robotic technologies among blue-collar workers perceiving low job demands
description	In the times of digital change, ensuring that employees do not resist digital technologies, but are motivated to use them, is crucial for organizational success. Therefore, the purpose of this research is testing a communication strategy to improve the attitude towards new technology (i.e., increase technology enthusiasm and reduce technology-based job insecurity and resistance to change), namely with needs-oriented communication. This communication strategy conveys how a digital technology can satisfy the needs of the recipient and thus illustrates its benefits. The results from an experiment with N = 137 blue-collar workers did not support the expectation that needs-oriented communication improves attitudes towards a robotic technology targeted in the communication among all workers. However, the results showed that needs-oriented communication increased technology enthusiasm among individuals currently perceiving low work demands (and thus felt capable of using the technology), but also increased technology-based job insecurity among workers with high task identity. In sum, these results indicate that needs-oriented communication can improve attitudes towards new technologies among workers with low perceived job demands. We discuss how the current findings can form the basis for further research and for practitioners’ strategies during the implementation of new technologies.
format	article
author	Nora Hampel Kai Sassenberg
author_facet	Nora Hampel Kai Sassenberg
author_sort	Nora Hampel
title	Needs-oriented communication results in positive attitudes towards robotic technologies among blue-collar workers perceiving low job demands
title_short	Needs-oriented communication results in positive attitudes towards robotic technologies among blue-collar workers perceiving low job demands
title_full	Needs-oriented communication results in positive attitudes towards robotic technologies among blue-collar workers perceiving low job demands
title_fullStr	Needs-oriented communication results in positive attitudes towards robotic technologies among blue-collar workers perceiving low job demands
title_full_unstemmed	Needs-oriented communication results in positive attitudes towards robotic technologies among blue-collar workers perceiving low job demands
title_sort	needs-oriented communication results in positive attitudes towards robotic technologies among blue-collar workers perceiving low job demands
publisher	Elsevier
publishDate	2021
url	https://doaj.org/article/ee07bd1488df4cc798fc11c1297936b7
work_keys_str_mv	AT norahampel needsorientedcommunicationresultsinpositiveattitudestowardsrobotictechnologiesamongbluecollarworkersperceivinglowjobdemands AT kaisassenberg needsorientedcommunicationresultsinpositiveattitudestowardsrobotictechnologiesamongbluecollarworkersperceivinglowjobdemands
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Needs-oriented communication results in positive attitudes towards robotic technologies among blue-collar workers perceiving low job demands

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