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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]

Author

Listed:
  • 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)

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.

Suggested Citation

  • Caroline Ardelet & Nathalie Veg-Sala & Alain Goudey & Marie Haikel-Elsabeh, 2017. "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]," Post-Print hal-01570286, HAL.
    • Handle: RePEc:hal:journl:hal-01570286
    DOI: 10.7193/DM.086.31.46
    Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01570286
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    References listed on IDEAS

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    1. repec:dau:papers:123456789/13943 is not listed on IDEAS
    2. Delphine Dion & Ouidade Sabri & Valérie Guillard, 2014. "Home Sweet Messy Home: Managing Symbolic Pollution," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(3), pages 565-589.
    3. Rijsdijk, S.A. & Hultink, E.J. & Diamantopoulos, A., 2007. "Product Intelligence: Its Conceptualization, Measurement and Impact on Consumer Satisfaction," ERIM Report Series Research in Management ERS-2007-006-ORG, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    4. Joseph R. Priester & Richard E. Petty & Kiwan Park, 2007. "Whence Univalent Ambivalence? From the Anticipation of Conflicting Reactions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 11-21, March.
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    Cited by:

    1. Pauline Folcher & Sarah Mussol & Anne-Sophie Cases, 2017. "Loft Study: What do the Millennials think about connected objects? [Loft Study : que pensent les Millennials des objets connectés?]," Post-Print hal-01988027, HAL.
    2. Fabien Rogeon & Aurélia Michaud-Trévinal & Isabelle Collin-Lachaud, 2020. "Towards a first conceptualization of shoppers' ambivalence to digitalization," Post-Print hal-02880832, HAL.

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    More about this item

    Keywords

    Ambivalence; Objets connectés; Internet; Lien à l'objet;
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