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Emerging cyborg products: An ethical market approach for market segmentation

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  • Arias-Oliva, Mario
  • Pelegrín-Borondo, Jorge
  • Lara-Palma, Ana María
  • Juaneda-Ayensa, Emma

Abstract

Cyborg products are already available on today's market. They are a potentially large market offering extraordinary opportunities and challenges for businesses. Becoming a cyborg involves many ethical aspects that can be explored from a consumer behavior perspective. However, while these ethical variables have been used in several market analyses, none has examined their potential use for market segmentation in disruptive markets such as the one for cyborg products. We use the Composite Multidimensional Ethics Scale (Composite MES) to explore ethical judgments regarding cyborg products in a sample of 1563 university students in seven countries. Our findings show that all ethical judgment dimensions contribute in the same way and with similar intensity to cyborg market segmentation. We identify three potential market segments. These segments exhibit different characteristics with regard not only to their willingness to become a cyborg but also to their technology acceptance analysis dimensions. We make recommendations for the ethical exploration of this emerging market.

Suggested Citation

  • Arias-Oliva, Mario & Pelegrín-Borondo, Jorge & Lara-Palma, Ana María & Juaneda-Ayensa, Emma, 2020. "Emerging cyborg products: An ethical market approach for market segmentation," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    • Handle: RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919312779
    DOI: 10.1016/j.jretconser.2020.102140
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    1. Subero-Navarro, à urea & Pelegrín-Borondo, Jorge & Reinares-Lara, Eva & Olarte-Pascual, Cristina, 2022. "Proposal for modeling social robot acceptance by retail customers: CAN model + technophobia," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Andrés-Sánchez, Jorge de & Arias-Oliva, Mario & Pelegrín-Borondo, Jorge & Mohammad Almahameed, Ala’ Ali, 2021. "The influence of ethical judgements on acceptance and non-acceptance of wearables and insideables: Fuzzy set qualitative comparative analysis," Technology in Society, Elsevier, vol. 67(C).
    3. María Alesanco-Llorente & Eva Reinares-Lara & Jorge Pelegrín-Borondo & Cristina Olarte-Pascual, 2023. "The mobile-assisted showroomer’s dilemma: where to buy? Actions to prevent sales leakage," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-8, December.

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