Public Opinion Toward Computers as a Function of Exposure

Abstract

A mail survey of registered voters in California examines attitudes toward computer technology. Among both users and non-users, more positive attitudes are associated with greater exposure to computers. The influence of exposure extends to specific opinions and values as well as global affect. The fact of exposure, not benefits received or self-selection, appears to be the key factor in this shift of attitude. The results suggest that a "computer imperative" characterizes reactions to this technology. Keywords : social impact of technology, diffusion of innovations, home computers, computers and society, technological imperative, computer phobia, attitudes toward computers.