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Our research explores consumers' ambivalence about the purchase and the use of smart objects. A qualitative study with two steps (composed by 22 consumers' individual interviews and two focus groups)… Click to show full abstract
Our research explores consumers' ambivalence about the purchase and the use of smart objects. A qualitative study with two steps (composed by 22 consumers' individual interviews and two focus groups) investigates the dimensions of ambivalence (easiness, intelligence, social links and emotion of smart objects). We find different schemas of ambivalence, depending on the link between the consumer (user or non user) and the function given to the objet (utilitarian, experiential, symbolic). A typology is proposed, so as to recommend changes in the marketing discourse on smart objects.
Journal Title: Discrete Mathematics
Year Published: 2017
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