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Examining post-purchase consumer responses to product automation

Author

Listed:
  • Leah Warfield Smith

    (University of Arkansas, Walton College of Business)

  • Randall Lee Rose

    (University of South Carolina, Moore School of Business)

  • Alex R. Zablah

    (University of Tennessee, Haslam College of Business)

  • Heath McCullough

    (Auburn University, Harbert College of Business)

  • Mohammad “Mike” Saljoughian

    (University of Tennessee, Haslam College of Business)

Abstract

Automation is increasingly being introduced into a variety of consumer products, ranging from vacuum cleaners to autonomous vehicles. While automation provides convenience and efficiency benefits consumers value, related evidence suggests it can also undermine post-purchase consumer product responses of importance to managers (e.g., brand loyalty). Using insights derived from Amazon customer reviews, a survey of product owners, a virtual reality lab, and two vignette experiments, we formally explore this possibility and find that automation is indeed a double-edged sword. That is, we uncover that automation has undesirable effects on post-purchase outcomes because it interferes with psychological ownership formation. We also find that, depending on consumer identity motives (e.g., task-related vs. technology-related) and product design affordances (e.g., a remote access feature), this effect can be strengthened, weakened, or even reversed. Our findings offer managers needed guidance on how to counter automation’s dark side through identity-based targeting and product design.

Suggested Citation

  • Leah Warfield Smith & Randall Lee Rose & Alex R. Zablah & Heath McCullough & Mohammad “Mike” Saljoughian, 2023. "Examining post-purchase consumer responses to product automation," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 530-550, May.
    • Handle: RePEc:spr:joamsc:v:51:y:2023:i:3:d:10.1007_s11747-022-00900-8
    DOI: 10.1007/s11747-022-00900-8
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