The blocking effect of preconceived bias

Research has shown that preexisting individual biases about a product can have negative effects on future purchase behavior or use. While extensively studied in marketing, the role of informational blocking with regard to decision making about information technologies has not been investigated. This research explores the interplay of biases as a form of information blocking and explores these biased-blocking effects in the context of technology. Results show that while different types of experience have a significant effect on the decision to use a technology product, this effect is completely blocked by the preconceived bias of the individual about the technology. •Combines theories of bias and blocking to explain the decision to use a technology.•Experimentally demonstrates the power of preexisting bias over subsequent experience.•Findings contradict memory theory showing a heightened primacy over a recency effect.•Findings show an anchoring effect with no subsequent adjustment for new information.