Supervisors: Alice Grønhøj & Mirja Hubert
Discussants: Pernille Smith & Panos Mitkidis

Abstract
Information and communication technology (ICT) plays a pivotal role in our modern society, facilitating digitalization globally. With retail e-commerce sales forecasted to increase from 5.2 trillion U.S. dollars in 2021 to 8.1 trillion U.S. dollars by 2026, e-commerce is becoming increasingly indispensable for global retail. However, amid the promises of digital transformation, technostress - a negative form of stress stemming from ICT use - poses challenges for both consumers and companies. Therefore, this study will seek to investigate the implicit processes of technostress in the context of a consumer decision making process facilitated by ICT with the transactional model of stress (TMS) laying the foundation for our theoretical framework. More specifically, using functional magnetic resonance imaging (fMRI) we plan to measure brain activation to assess the neural impact of experiencing and coping with technostress during a shopping task of which the potential consequence is increased (dis)continuance intentions and/or -behavior. With this proposed research we intend to contribute to the current neuromarketing literature by providing new insights into the brain activation underlying the experience of and coping with technostress in a consumer setting.

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