A Cognitive Method for Comparing and Elaborating on Technology Frames

From employees’ varied interpretations of software efficacy to consumers’ diverse beliefs about data privacy, technology frames refer to cognitive interpretations, assumptions and expectations that people use to comprehend the essence of information technology within a particular context. These frames differ across groups with different values, interests, experiences and expertise, having critical implications for researchers, managers and organizations. Despite theoretical enthusiasm to understand technology frames, limited methodological insights exist on how to systematically explore and compare technology frames. This gap impedes researchers from exploring novel questions related to technology frames, their variations and how they can be managed effectively. This paper proposes a cognitive method for comparing and elaborating on technology frames. Building on causal mapping and empirical studies, the method formulates steps to plan, elicit, compare and elaborate on the relationships that underlie framing differences. The method offers detailed recommendations and templates for effectively organizing and communicating diverse manifestations of framing differences and their implications. The paper concludes by highlighting the method's practical implications and encouraging research to advance extant knowledge of technology frames in the rapidly changing digital world.