Impact of Negative Message Framing on Security Adoption

Abstract

This article examines the impact of negative message framing on security technology adoption. Based on previous studies, it was hypothesized that negatively-framed messages would have a greater effect on the adoption of security technologies which detect system abuse than on technologies for prevention. To test this hypothesis, two security technologies were selected: one to represent preventative technologies and one to represent detective technologies. Undergraduate business students at a major southeastern university were first introduced to both security technologies, then exposed to negatively-framed messages and asked to complete a survey regarding their attitudes and intentions toward adopting each. In line with previous studies, it was determined that negatively-framed messages are better suited for detection technologies than for prevention technologies, and that IS managers should become more sensitive to the manner in which new security technologies are introduced and to the factors that help shape adoption intentions.