SAT
SOCIAL ACCEPTANCE OF TECHNOLOGY
SOCIAL ACCEPTANCE OF TECHNOLOGY
A model for assessing the social acceptance of
emerging technologies.
Developed by CyberEthics Lab.
Social acceptance is a complex phenomenon that entails different dimensions: social, psychological, technology design, values of stakeholders, organization of the environment, economic considerations. The aim of SAT is to comprehensively assess these dimensions and provide a multi-faceted output. The research model of the method is structured around conceptual constructs that identify the four fundamental areas of evaluation on which the method is based. The model itself has the feature of being modular and scalable. We identified four main theoretical dimension representing the social acceptance, the four bubbles: user experience, social disruptiveness, value impact, trust.
The role of technology is greater than the maintenance of a strong market position for one company or another. It is about guaranteeing a more fully and truly human life for all, by making human communities more resilient.
Technology should serve people, not override them—enhancing lives where needed, without displacing effective, affordable alternatives. It must be accessible, sustainable, and respectful of local knowledge and context.
Technology must be created and used without exploitation—of people, animals, or the planet—with transparency that enables shared knowledge for a sustainable future.
One of the foundational distinctions in the SAT framework is between acceptance and acceptability, two closely related but conceptually distinct notions.
● Acceptance refers to the descriptive, situated perceptions and reactions of stakeholders toward a given technology. It captures how different groups experience, interpret, and respond to a technology based on their values, expectations, lived realities, and the context in which the technology is introduced. It includes both positive and negative reactions, trust or skepticism, enthusiasm or resistance.
● Acceptability, on the other hand, is normative. It involves ethical, legal, or societal evaluations, often by experts or institutions, about whether a technology should be used, and under what conditions. It draws on frameworks of justice, human rights, sustainability, or democratic legitimacy to determine whether a technology meets broader societal standards.
SAT focuses on evaluating social acceptance as a dynamic and contextual process. However, it does so with close attention to the values, risks, and ethical concerns that shape acceptability. In this way, SAT helps identify where public perceptions and normative assessments align - and where they diverge.
For example, a technology like facial recognition surveillance may be widely accepted in terms of everyday use and perceived convenience, yet ethically contested due to privacy violations and discriminatory outcomes - ranking low in acceptability.
Conversely, some renewable energy projects may be highly acceptable in ethical and sustainability terms, but face low acceptance due to local opposition, mistrust, or inadequate engagement.
This distinction enables SAT to surface hidden tensions and support more responsible, value-sensitive innovation.
Following a review of existing methods for assessing social acceptance of technology, the SAT methodology is proposed to address their limitations. Social acceptance is a multifaceted concept involving psychological, social, design, economic, and value-based dimensions. SAT offers a comprehensive, modular, and scalable framework built around four core evaluation areas, called "bubbles."
User Experience:
How people perceive and interact with the technology in everyday contexts
Value Impact:
Whether the technology aligns with the ethical, cultural, and social values of different stakeholder groups
Social Disruptiveness: The Technology’s impact on institutions, relationships, and social fabric
Trust:
How the technology is perceived in terms of reliability, transparency, and accountability – not only by end-users, but across institutions and society
Deliverables of Our EU Projects