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Integrating prospect theory, loss aversion, and the heuristic–systematic model (HSM), this study examines how gain and loss framing shapes employees’ intentions to adopt AI in the workplace. Prospect theory explains that individuals with high loss aversion are more sensitive to loss framing, while HSM predicts that low involvement amplifies heuristic-driven responses, such as loss aversion. An experiment revealed that loss framing significantly increased adoption intentions, with a three-way interaction showing that employees with high loss aversion and low involvement were most responsive to loss framing. These findings offer theoretical insights and practical guidance for organizational communication, emphasizing how integrating framing, involvement, and loss aversion can inform strategies to promote AI adoption.
Meier et al. (Fri,) studied this question.