Overcoming stereotype bias in intermediaries and end-users of innovative technologies
Stereotypes based on age, gender and ethnicity can be a barrier for adoption of innovative technologies. Current research has focussed on end-users with little understanding of the effect of stereotypes amongst intermediaries on end-users. This research will identify which stereotypes exist amongst intermediaries, the impact of these stereotypes on end-user acceptance of innovative technology and strategies for addressing these stereotypes to accelerate adoption by end-users.
Professor Barbara Masser
Professor Blake McKimmie
Professor Laura Bray
Professor Sagadevan Mundree