Wednesday, 19 March 2008


(from stuant63)

What drives the adoption or avoidance of consumer technology? Based on consumer interviews, Robert Kozinets, writing in the Journal of Consumer Research, has suggested four major ideologies.
  1. Techtopian Ideology - technology = social progress
  2. Work Machine Ideology - technology = economic progress through greater efficiency
  3. Green Luddite - technology = a destructive force to the 'authentic'
  4. Techspressive Ideology - technology = a source of pleasure, fun, and style.

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