Introduction to the Special Issue - The Brave New World: How shopping and consumption is evolving with technology

This special issue of the Canadian Journal of Administrative Sciences features four articles using various methodologies to explore the interplay of technology and consumption. Through an exploration of identity expression in virtual reality to the consumption of fashion media and culture to inspiring the use of wearables, we learn that although new technologies may change traditional consumption patterns, fundamental human needs persist. From this special issue, it is evident the so-called brave new world will require companies, and marketers especially, to not lose sight of the human when using and experimenting with technologies to streamline and enhance consumption and marketplace experiences.     

Exploring the Effects of Compliance/Non-Compliance Message Framing,Desirability of End States,and Brand Zealotry on Consumers’ Responses to Wearables Advertising

Abstract

An experiment examined the combinatory effects of advertising message framing, desirability of end states, and brand zealotry on consumers’ responses to wearables advertising. The compliance framed ad elicited more favorable ad attitude, purchase intention, and word of mouth (WOM) intention compared with the noncompliance framed ad. Results also showed brand zealotry moderated the interaction between message framing and desirability of end states on WOM intention. Specifically, for low brand zealotry individuals, the compliance-framed ad elicited greater WOM intention than the noncompliance-framed ad regardless of the desirability of end-states. The desirable end-state ad triggered a greater WOM intention than the undesirable end-state ad regardless of message framing. For high brand zealotry individuals, the effect of message framing on WOM intention relied on the desirability of end-states. Theoretical and practical implications were discussed.     

Understanding the barriers and factors associated with consumer adoption of wearable technology devices in managing personal health

This research seeks to identify the barriers and factors associated with adopting wearable technology devices (WTDs) for managing personal health. Based on a partial least square (PLS) analysis of 277 US-based residents, the findings demonstrate that performance expectancy, social influence, facilitating conditions, hedonic motivation, habit, and personalization are significant predictors of consumers' intention to use WTDs. Interestingly, price value, privacy concerns, and health consciousness are not significant. This study will inform future research on WTDs in personal health management. Theoretical and practical implications of the study are also presented.