Between fear and desire for smart products: toward an understanding of consumers ambivalence

Entre crainte et désir pour les objets connectés: comprendre l'ambivalence des consommateurs

Caroline Ardelet (), Nathalie Veg-Sala (), Alain Goudey and Marie Haikel-Elsabeh ()
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Caroline Ardelet: CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre
Nathalie Veg-Sala: UPN - Université Paris Nanterre, CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre
Alain Goudey: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Marie Haikel-Elsabeh: CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre

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Abstract: Our research explores consumers' ambivalence about the purchase and the use of smart objects. A qualitative study with two steps (composed by 22 consumers' individual interviews and two focus groups) investigates the dimensions of ambivalence (easiness, intelligence, social links and emotion of smart objects). We find different schemas of ambivalence, depending on the link between the consumer (user or non user) and the function given to the objet (utilitarian, experiential, symbolic). A typology is proposed, so as to recommend changes in the marketing discourse on smart objects.

Keywords: Ambivalence; Objets connectés; Internet; Lien à l'objet (search for similar items in EconPapers)
Date: 2017-04
New Economics Papers: this item is included in nep-mkt
Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01570286v1
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Citations: View citations in EconPapers (2)

Published in Décisions Marketing, 2017, 86, pp.31-46. ⟨10.7193/DM.086.31.46⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01570286

DOI: 10.7193/DM.086.31.46

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