From Collaboration to Competition - How New Technologies and Consumers Can Coexist and Thrive
Type
conference poster
Date Issued
2023
Author(s)
Abstract
With the rise of autonomous products, our relationship with technology is changing fundamentally. This research investigates how consumers form social bonds with autonomous products and the implications of these relationships. We propose that emphasizing competitive elements in the consumer-product relationship can increase motivation during a joint task along with product usage. A large field study with an industry partner and in-depth interviews provide preliminary evidence for this theorizing.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Event Title
Association for Consumer Research Conference
Event Location
Seattle, Washington, USA
Event Date
2023
Subject(s)
Division(s)
Contact Email Address
sophia.prix@unisg.ch