AbstractThis study examines how attitudes held before attending a computer course differ on the basis of gender, intention to purchase a computer, and computer ownership. Results indicate that gender and ownership are responsible for attitudinal differences, while intent to purchase is not. Further analyses reveal that attitudes differ between learning performance groups. More than all other groups, students who withdrew from the course during the semester and students with the highest performance level in the course perceive computers as increasing job complexity. Ownership eliminated nearly all gender differences in computer attitudes. The implications of these results for managers and future research are discussed.