Thinking Big About Going Small: Conceptualizing the Human-Technology Integration Spectrum

Document Type

Article

Publication Title

Journal of Macromarketing

Publication Date

12-1-2023

Abstract

As materials are advanced and the distal relationship between consumers and material is diminished, relevant theories (e.g., extended-self and posthumanism) must be revisited to explain the human-technology integration. This research does this by introducing the human technology integration (HTI) spectrum, which describes eight distal levels that material can be integrated within the body (i.e., no contact, touch non-wearable, touch wearable, surface barrier, oral consumption, inhalation, injection, constant contact). We highlight findings of the HTI spectrum by providing relevant examples for each category based on nanotechnology. Well-being, public policy, managerial implications, and future research suggestions are then discussed. This framework helps marketers and policymakers to consider how technology integration impacts the existing institutional political, social, and economic structures and guides them to implement best practices related to human technology integration for consumers and society.

Volume

43

Issue

4

First Page

433

Last Page

440

DOI

10.1177/02761467231191078

ISSN

02761467

E-ISSN

15526534

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