Between fear and desire for smart products: toward an understanding of consumers ambivalence

Décisions Marketing (2018)
Authors: Caroline Ardelet, Nathalie Veg-Sala, Alain Goudey et Marie Haikel-Elsabeh

Our research explores consumers’ ambivalence about the purchase and the use of smart objects. This qualitative study made up of two stages (composed of 22 individual interviews with consumers and two focus groups) investigates various dimensions of the ambivalence (easiness, intelligence, social links and affect triggered by 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). The proposed typology contains recommended changes to the marketing discourse on smart objects.