How technology shapes identity-based consumer behavior

Leung, Eugina and Paolacci, Gabriele and Puntoni, Stefano (2019) How technology shapes identity-based consumer behavior. In: Handbook of Research on Identity Theory in Marketing. Edward Elgar Publishing Ltd., Cheltenham, pp. 240-254. ISBN 9781788117722

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The authors discuss how technology helps and hinders identity-based consumption, paying special attention to the impact of technology on self-verification. They explore five technological domains: Internet, dematerialization, automation, artificial intelligence and human enhancement. On the one hand, technology expands the range of options that individuals have for holding on to identities and for positive self-verification. On the other hand, technological progress, together with great and obvious advantages, also presents challenges for consumers. The authors discuss both sides of the coin and suggest questions for future research.

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10 Jun 2021 11:00
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21 Nov 2022 17:34