In Collaboration with Daimler: Nora Hampel Successfully Completes Doctoral Thesis

30 Nov 2021

As part of her dissertation, Nora Hampel, who is an IWM associate, conducted two experimental studies in which she analysed the effects of two intervention strategies. The first strategy consists of the so-called needs-addressed communication, which aims to convey to employees the benefits they can derive from the new technology for their own work (as opposed to information-centred communication).  The second strategy aims at an active experience of success among employees: Successful execution of a new technology can increase self-efficacy beliefs (as opposed to a vicarious experience). “My results show that blue-collar workers’ attitudes towards new technologies improve when technology implementation strategies address their needs or self-efficacy beliefs,” explains Nora Hampel.