Thesis / Dissertation

The Storied (Not) Relations of Tech-Products: Consumer Experiences of Technology Adoption

Paolo James Franco, Robin Canniford (ed.)

Published : 2020

Abstract

Technology adoption theories explain the processes by which consumers bring into their lives products such as smartphones, laptops and various other technologies. Extant research views technology adoption processes such as these as deliberate and largely individual decisions. However, adoption situations which involve influences beyond an individual consumer’s complete volition are understudied. This dissertation investigates such situations by attending to the strong social and contextual influences which can take hold of the technology adoption processes of consumers through the lens of assemblage thinking. Assemblage thinking is established within marketing and consumer research through..

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