Understanding Human Behavior in Digital Transformation

Thirty behavioral theories critically analyzed for information systems research

Researchers and practitioners applying behavioral theories to information systems (IS) need more than descriptive summaries; they need critical evaluation and operationalization guidance. Understanding Human Behavior in Digital Transformation: Theories, Applications, and Critical Insights for Information Systems, written by award-winning information systems scholar Dr. Stephen Treacy, unpacks more than thirty foundational theories through a consistent analytical framework designed for rigorous application.

Each theory receives structured treatment: a clear summary, explanation of key constructs and relationships, intellectual origins, critical evaluation of explanatory scope and limitations, research design guidance, and assessment of common misapplications. Coverage spans influential frameworks including the Psychological Reactance Theory , Social Identity Theory, Cognitive Dissonance Theory, Bounded Rationality, and Escalation of Commitment Theory to name but a few, addressing their intersections and contradictions.

The book also provides:

• Behavioral theory applied to pressing challenges including AI adoption, digital well-being, cybersecurity behavior, and technology ethics
• Concrete examples drawn from digital adoption, system design, and technology resistance in real-world transformation contexts
• Guidance for selecting, applying, and critically interpreting theories in empirical IS research and doctoral work
• Critical evaluation of what each theory explains and what it does not, including strengths, weaknesses, and common pitfalls

Designed for researchers, educators, practitioners, and graduate students, this book provides the critical depth needed to select, apply, and evaluate behavioral theories in IS research. Its consistent analytical framework makes it a valuable resource for doctoral supervision and advanced study in digital transformation.

Dr. Stephen Treacy is an award-winning scholar, educator and experienced technology consultant specializing in the human and organizational dimensions of digital transformation. He is a Lecturer in Business Information Systems at Cork University Business School, University College Cork, where his research examines artificial intelligence, cybersecurity, technology adoption, innovation and digital governance. His work has appeared in leading international outlets, including the Journal of Information Technology, Journal of Decision Systems, Communications of the Association for IS and at premier conferences such as the International Conference of IS (ICIS) and the European Conference of IS (ECIS). During eight years as Director of the multi-award-winning MSc in Information Systems for Business Performance, he helped build an industry-integrated program through which he supervised more than 500 postgraduate students. A former consultant and founder of a business intelligence and analytics company, he brings both academic and industry perspectives to the study of digital transformation and contributes widely read analysis of emerging technology to national media.