Abstract:

We developed a new methodology for qualitative research based on cognitive science to study the conditions of diffusion of technological innovations. The method focuses on customers naive theories about high- tech products and services. It is illustrated by a study carried out in France and Italy of the general public's understanding of Internet. The results reveal a number of common misconceptions about the structure functioning and use of Internet which help in understanding the reluctance of Italian and French consumers in respect to Internet-based products and service.