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.
- Techtopian Ideology - technology = social progress
- Work Machine Ideology - technology = economic progress through greater efficiency
- Green Luddite - technology = a destructive force to the 'authentic'
- Techspressive Ideology - technology = a source of pleasure, fun, and style.