Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2021 Annual Conference

How Consumers Experience and Negotiate Role and Script Conflict in Innovative Healthcare Services

Published: May 25, 2021


Henriikka Seittu, Aalto University; Alexei Gloukhovtsev, Aalto University; Tomas Falk, Aalto University; Henri Weijo, Aalto University


Service innovations can improve consumers’ quality-of-life, yet the impact hinges on users’ ability to adapt to make use of them. Hence, alarming is that users experience barriers to their adoption. Recent studies have recognized the importance of role. It is suggested that users can navigate this barrier by reflecting on their roles in the service. Yet, lack of explicit focus is of this mental processing. We ask, why can some users navigate through barriers to adapt the innovation, while some, reject it? With 38 interviews from users of the online therapy, we examine this adoption, focusing on how users process understanding of their role. Our findings show, that role stress occurs when users’ internalized role scripts are contested. To reconcile this conflict, users engage in practices of self-reflection, that we recognize as role reflexivity. We suggest that it is the outcome of these practices that determines whether the user adopts the service.