Consumers' Resistance to the Adoption of Smart Objects: a Relational Perspective

Smart Objects (SOs) promise to become an essential presence in consumer life and routines. However, the diffusion of SOs is not meeting the expectation. Pivoting on SOs social presence and social roles, a qualitative study has been conducted to understand consumer fears and resistance toward these devices.


Luigi Monsurrò, Ilaria Querci, Paolo Peverini, and Simona Romani (2020) ,"Consumers' Resistance to the Adoption of Smart Objects: a Relational Perspective", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 552-553.


Luigi Monsurrò, Sapienza University of Rome
Ilaria Querci, Sapienza University of Rome
Paolo Peverini, Luiss University
Simona Romani, Luiss University


NA - Advances in Consumer Research Volume 48 | 2020

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