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Understanding how herd behavior phenomenon occurs IS context is important because it influences many choice decisions, is the main reason for some adoption decision anomalies, and explains the reasons behind the rapid rise or collapse of various technology fads. Perceived uncertainty is a key factor that triggers herd mentality (i.e. through imitation) and despite its influential role, the IS literature has not adequately conceptualized and operationalized this broad concept. This research aims to contribute to the literature by decomposing perceived uncertainty to its dimensions and analyzing the influence of each dimension on triggering individuals’ herd mentality.

proceedings of the ... annual hawaii international conference on system sciences/proceedings of the annual hawaii international conference on system sciences

Nudging Toward the Herd: Understanding the Multidimensional Role of Perceived Uncertainty