“…Previous research suggests that correspondence between an evaluative object and one's self-concept is likely to elicit positive attitudinal responses (Kotler 1965;Sirgy 1982;Mehta 1999;Xue and Phelps 2013). Relative to the current study, one's identification as a technology-oriented person has been previously identified as a positive and powerful determinant of attitudes toward emergent/new technologies (e.g., Ratchford and Barnhart 2012;Ferreira, da Rocha, and da Silva 2014). Accordingly, we surmised that it was important to control for variance associated with positive evaluations of the ARA environment for reasons related to maintenance of one's self-concept as the type of person who is up-to date with new technologies (e.g., Liljander, Gillberg, Gummerus, and Van Riel 2006;Straub 2009).…”