Harnessing the Power of Technology in the Home: the Case of Military Households in the Us

How do consumers integrate technology into the home? While prior research has investigated the ways technology has transformed the home, little is known about the ways that home shapes mean-ings and consumption of technology. Through a qualitative study of military families living in two different military posts, this research illustrates how meanings of home are being nuanced by tech-nology and its use. More importantly, however, our research indicates the fundamental nature of technology to the meaning of homeā€”to maintaining the day-to-day routines, nurturing the family, educating and entertaining the children, inculcating a sense of values, and sustaining the moral economy of the home.


Meera Venkatraman, Robin Coulter, and Fleura Bardhi (2007) ,"Harnessing the Power of Technology in the Home: the Case of Military Households in the Us", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 526-526.


Meera Venkatraman, Suffolk University
Robin Coulter, Univ. of Connecticut
Fleura Bardhi, Northeastern University


E - European Advances in Consumer Research Volume 8 | 2007

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