From homo sapiens to homo superior? Wearable robotics as the platform for transhumanist marketing

Martin Mende (), Stephanie M. Noble () and Thomas Sugar ()
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Martin Mende: Florida State University
Stephanie M. Noble: University of Tennessee
Thomas Sugar: Polytechnic School at Arizona State University

Journal of the Academy of Marketing Science, 2023, vol. 51, issue 4, No 2, 757-766

Abstract: Abstract This commentary merges perspectives from robotics engineering with marketing to achieve two goals: First, the commentary briefly illustrates how wearable robotics are likely to affect the entire marketing value chain and its connections to customer experiences, and it points to some substantive research implications for marketers. Second, the commentary then broadens its analytical lens and proposes ‘transhumanist marketing’ as a fruitful and overarching conceptual foundation for future research related to wearable robotics.

Keywords: Wearables; Robots; Transhumanism; Transhumanist marketing (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s11747-023-00949-z

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