The influence of ethical judgements on acceptance and non-acceptance of wearables and insideables: Fuzzy set qualitative comparative analysis

The rise of intelligent technological devices (ITDs)—wearables and insideables—provides the possibility of enhancing human capabilities and skills. This study contributes to the literature on the impact of ethical judgements on the acceptance of ITDs by using a multidimensional ethical scale (MES) proposed by Shwayer and Sennetti. The novelty of this study resides in using fuzzy set qualitative comparative analysis (fsQCA) instead of correlational methods to explain human behaviour (in this case, attitudes towards ITDs) from an ethical perspective. fsQCA evaluates the influence of ethical variables on the intention to use ITDs (and the non-use of these technologies). Positive ethical evaluations of technology do not always ensure ITD acceptance—unfavourable ethical perceptions may lead to its rejection. We find that for wearables: (1) positive perceptions from a utilitarian perspective are key in explaining their acceptance. Likewise, we identify configurations leading to acceptance where positive judgements on moral equity, egoism and contractualism are needed. Surprisingly, only the relativism dimension participates in configurations that cause acceptance when it is negated; (2) We found that a single unfavourable perception from a contractualism or relativism perspective causes non-use. Likewise, we found that coupling of negative judgements on moral equity, utilitarianism and egoism dimensions also produce resistance to wearables. For insideables, we notice that: (1) an MES has weak explanatory power for the intention to use ITDs but is effective in understanding resistance to use; (2) A negative perception of any ethical dimension leads to resistance towards insideables. •Ethical judgements on acceptance of Intelligent Technological Devices are done.•Fuzzy Sets Qualitative Comparative Analysis is used in this paper.•Utilitarianism is a key factor to understand the acceptance of wearables.•Contractualism and relativism are explanatory for non-use of wearables.•A bad perception of any ethical dimension leads to resistance to insideables.