The adoption of Electronic Medical Record (EMR) technology is one of the most significant challenges facing physicians today. Previous studies have investigated the demographic and personality characteristics that drive an individual to be an early adopter of an innovation. However, what if these demographic and personality characteristics were present and there remained a rejecter class of individuals? What if a rejecter fit the demographic and personality profile of a typical adopter, yet did not adopt the technology? Based upon interviews with 20 rejecter physicians, analyzed using thematic analysis, hierarchical cluster analysis, and chi-square differences, we present profiles of three types of physicians that are rejecting EMR technology.
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