Affordance Theory (Gibson / Norman)

Affordance Theory (Gibson / Norman)

Overview

Affordance Theory explains how actors perceive and realize action possibilities offered by objects or environments. Gibson's ecological view holds that affordances are relational properties existing between actor and environment, independent of perception. Norman adapted the concept for design — perceived affordances guide user interaction, and signifiers communicate where action is possible. In IS research, affordance theory explains how technology enables (or constrains) organizational action.

When to Use

• Analyzing why users can or cannot effectively use a technology
• Designing interfaces that communicate functionality clearly
• Explaining how the same technology produces different outcomes in different organizations
• Bridging the gap between technology features and organizational practices

When NOT to Use

• Predicting adoption likelihood (use TAM/UTAUT)
• Measuring usability metrics quantitatively (use SUS or heuristic evaluation)
• When the focus is purely on aesthetic design without functional implications

Assumptions

IRON LAW: An affordance exists in the RELATION between actor and artifact —
it is neither a property of the object alone nor of the user alone.

Key assumptions:

1. Affordances are relational — they depend on both artifact properties and actor capabilities
2. Affordance existence differs from affordance perception differs from affordance actualization
3. The same technology affords different actions to different actors (role, skill, goal-dependent)
4. Constraints are the complement of affordances — what the artifact prevents or discourages

Methodology

Step 1 — Identify actors and artifacts

Specify the technology artifact and the actor groups. Characterize actor capabilities, goals, and context. The same artifact affords different things to a novice versus an expert.

Step 2 — Enumerate affordances