I Am Not an Average Woman of My Age: Wearable Technology and Daily Practices of the Mature Consumers in Finland and Russia

This is a qualitative study of consumers aged over 50 years who have been using wearable technology on daily basis. Drawing on the practice theory, we analyze what keeps them interested in continuous use of these devices as well as how they re-consider their age in the process.



Citation:

Daria Morozova and Olga Gurova (2020) ,"I Am Not an Average Woman of My Age: Wearable Technology and Daily Practices of the Mature Consumers in Finland and Russia", 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: 554-555.

Authors

Daria Morozova, Aalborg University (Denmark)
Olga Gurova, Aalborg University (Denmark)



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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