Techno-Behavioural Gravity Theory (TBG Theory): A New Model on Technology - Human Behaviour Nexus

The rapid integration of digital technologies into everyday life has intensified scholarly debates regarding how technological systems influence human behaviour. Existing theoretical frameworks ranging from technological determinism to social shaping theories offer explanations on technological mediated behaviours. It suggests internal processes through which an initial cause leads to an effect. Such cause-effect relationship fails to fully capture both the internal and external influences that contribute to forming an individual's worldview and behavioural patterns. It thus fails to take cognisance of the subtle, persistent, and systemic ways technology reorganizes and shapes behavioural patterns over time. This paper introduces the Techno-Behavioral Gravity Theory (TBG Theory), a novel model that posits technology as an environmental force that exerts behavioural gravity on individuals and societies. Through its embedded affordances, algorithmic priorities, and institutionalized norms, technology gradually draws human behaviour toward patterns aligned with its internal logic. The theory proposes three interconnected mechanisms: Affordance Gravity, Algorithmic Gravity, and Institutional Gravity, that collectively explain how technological systems shape communication, decision-making, social interaction, and normative expectations. The paper outlines the core propositions, theoretical logic, and potential research pathways for empirical testing. TBG Theory, therefore, expands existing knowledge by offering a unified explanation of behavioural restructuring due to emerging digital environments and provides actionable insights for policymakers, designers, and behavioural researchers.