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Exploring Technology Acceptance in Advertising: Insights from Creative Processes

This paper investigates the application of the Technology Acceptance Model (TAM) and the Unified Technology Acceptance Model (UTAM) in the context of industrial creative processes, particularly within the advertising sector. Through four case studies, we analyze how technology facilitates creativity in advertising agencies. We argue for a nuanced approach to understanding technology acceptance, proposing that a focus on System Functionality Acceptance offers better insights than traditional models. This distinction between direct and indirect support for ideation is crucial for enhancing creative workflows.

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Exploring Technology Acceptance in Advertising: Insights from Creative Processes

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  1. Reflecting on Technology Acceptance: Lessons from Commercial Creative Processes OASIS 2004, Washington DC Oded Nov Polytechnic University, New York, USA onov@poly.edu Rachel McCalla Henley Management College, UK E-mail: rachel.mccalla@henleymc.ac.uk

  2. Motivation • Technology acceptance research dominated by the Technology Acceptance Model (TAM). • UTAM (Unified Technology Acceptance Model) - consolidates key theories into one parsimonious model. • Examine usefulness of TAM/UTAM in the context of industrial creative processes. • Four case studies of companies in the advertising industrythat use technology to support creative processes.

  3. The advertising creative process

  4. IS in the creative process

  5. Discussion • System functionality – rather than technology as one homogenous factor. • Functionality Acceptance - more appropriate than Technology Acceptance? • Look at functionality acceptance from two different perspectives: direct ideation support vs. indirect ideation support.

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