Robotic Relationships
Product automation increases efficiency for consumers. However, I propose that a product controlled through digital mediation (e.g., through a smart phone or voice control instead of through direct contact) reduces psychological ownership and subsequent consequences of interest to marketers. Anthropomorphizing products may help to attenuate these negative consequences.
Citation:
Leah Smith, Randy Rose, and Heath Mccullogh (2020) ,"Robotic Relationships", 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: 612-613.
Authors
Leah Smith, University of Arkansas, USA
Randy Rose, University of Tennessee
Heath Mccullogh, Auburn University
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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