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Among technology adopters, these customers serve as a gatekeeper to the rest of the technology life cycle and their endorsement is needed for an innovation to get a fair hearing in the organization. However, they do not have access to the resources needed to move an organization toward a large-scale commitment to the new technology. This describes:
Consensus
A general agreement among a group of people or in the scholarly literature on a particular issue or topic.
Covariation Principle
A concept in social psychology that explains how we attribute behavior to consistent internal or external factors over time.
Discounting Principle
The tendency to reduce the importance of any potential cause of another’s behavior to the extent that other potential causes exist.
Internal Attribution
The process of assigning the cause of behavior to an individual's internal characteristics or disposition rather than to external factors.
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