NIM Marketing Intelligence Review

IoT - Consumers and the Internet of Things

IoT Experiences • Meaningful Consumption • IoT Stories • IoT Adoption • IoT as a Complex System • AI and Augmented Intelligence • Reinventing Customer Centricity

 

In this issue we discuss what it takes to create and market IoT experiences that bring real benefits and which consumer anxieties need to be considered. Do consumers actually enjoy being “freed” from daily tasks? Will humans soon be redundant in value creation processes? Is the IoT safe? Or is Alexa in fact a witch?

 

Guest editors
Donna L. Hoffman, Louis Rosenfeld Distinguished Professor of Marketing and Co-Director Center for the Connected Consumer, George Washington School of Business in Washington, D.C.
Thomas P. Novak, Denit Trust Distinguished Scholar and Professor of Marketing, George Washington School of Business in Washington, D.C.

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Issue Contents

[Translate to English:]

The Path of Emergent Experience in the Consumer IoT: From Early Adoption to Radical Changes in Consumers’ Lives

Up to now, IoT device adoption is happening mainly in the niche segments of technologically sophisticated upscale consumers and technology-…

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Amazing Machines and the Quest for Meaning in Consumption

The benefits brought to us by recent product innovations also come with potential burdens for people who are motivated to consume by …

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IoT Stories: The Good, the Bad and the Freaky

Consumers’ perceptions of technology are less matters of product attributes and concrete statistical evidence and more of captivating …

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Internet of Things: How to Avoid Short-Term Errors and Ensure Lasting Adoption

The pressure of delivering products in hyper-competitive markets often leads developers to ignore basic data management precautions, along …

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The Complex Network of Things: When Technology is Making the Deal

What consumers notice from the IoT is just the tip of the iceberg. Underneath the surface, dozens of applications are communicating and …

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Internet of Things – Will Humans be Replaced or Augmented?

Augmented Intelligence – effective human-computer symbiosis – has the potential to address emerging challenges successfully, possibly more …

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Interview: Connecting Everything With Everything: The Sky Is the Limit

IFTTT is a neutral platform that offers easy and free ways to get all your apps and devices talking to each other. Millions of users …

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Connecting the World and Reinventing Customer Centricity

The classical customer journey with its touchpoints is transformed into a lifelong, interactive customer relationship within an IoT-based …

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