Diffusion of innovation studies aim to understand what stimulates the adoption of a resource, such as an idea or product, and how such a decision can affect a social structure and context.

Cognitive dissonance theory aims to explain the relationships between the motivation, perceptions and cognitions of an individual.

The technology acceptance model (TAM) explains the acceptance of information systems by individuals. TAM postulates that the acceptance of technology is predicted by the users’ behavioural intention, which is, in turn, determined by the perception of technology usefulness in performing the task and perceived ease of its use.