1. Reflecting on Technology Acceptance: Lessons from Commercial Creative Processes OASIS 2004, Washington DC Oded Nov Polytechnic University, New York, USA onov@poly.edu Rachel McCalla Henley Management College, UK E-mail: rachel.mccalla@henleymc.ac.ukrachel.mccalla@henleymc.ac.uk

2. Motivation - Technology acceptance research dominated by the Technology Acceptance Model (TAM). - UTAM (Unified Technology Acceptance Model) - consolidates key theories into one parsimonious model. - Examine usefulness of TAM/UTAM in the context of industrial creative processes. - Four case studies of companies in the advertising industry that use technology to support creative processes.

3. The advertising creative process

4. IS in the creative process

5. Discussion - System functionality – rather than technology as one homogenous factor. - Functionality Acceptance - more appropriate than Technology Acceptance? - Look at functionality acceptance from two different perspectives: direct ideation support vs. indirect ideation support.