Technology Paradoxes and Consumer
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Mick, D. G., & Fournier, S.. (1998). Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies. Journal of Consumer Research, 25(2), 123-143. http://doi.org/10.1086/209531
1) To what extent do you feel these 'paradoxes' partly created by a 'misinterpretation of the marketing concept'?
2) Discuss the effects of technological paradox on 'the consumer'. Why might it be important for a firm to recognise these as part of their NPD processes?
3) Use examples of your choice to illustrate 2 or 3 of 'paradoxes' that you find most interesting.
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Solution Summary
The answer to this problem explains questions related to the article Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies . The references related to the answer are also included.
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1) To a great extent, I feel that these paradoxes are partly created by misinterpretation of the marketing concept. The author assumes that the manner in which the consumer purchases a product or enquires about a product reflects the needs of the consumers. For example, the authors assume that a consumer who reads about the latest computers in a magazine has a need for most recent advancements in a computer. The marketing concept means that firms should analyze the needs of the customers and then make decisions to satisfy those needs better than that done by competitors. The author is able call this paradox new/obsolete. Similarly, the author feels that consumers have a need for setting up and operating technological products and when they face challenges, they feel incompetent. This paradox is based on the assumption that a consumer needs to ...
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- MBA, Eastern Institute for Integrated Learning in Management
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