Marketers' Social ICT Failures and 'Anti-Choice': Illustration from Cellular Game Application

Behaviour and Information Technology Journal, Forthcoming

23 Pages Posted: 19 Mar 2009 Last revised: 24 Mar 2009

See all articles by Ronan de Kervenoael

Ronan de Kervenoael

affiliation not provided to SSRN

Selcen Ozturkcan

Department of Marketing, School of Business and Economics, Linnaeus University

Date Written: December 10, 2007

Abstract

The social construction of technology in marketers' strategy ought to have a more profound role to play in unpacking "real" motivations and predicting engagement or anti-choice behavior with technology. Focus groups were conducted in London (UK) to illicit perceptions of both adopters and non-adopters of cellular games as an illustration of domesticated technology's social dimensions. It is confirmed that whilst ease of use and usefulness stay important; hyper-reality aspects, time detachment and stability, global reshaping of rituals, control-testing issues and projection mechanisms constructs are also perceived to be crucial determinants of active technology engagement. As secondary dynamics, pure marketing aspects such as pricing model, intellectual difficulties level and game category dimensions appear central in shaping possible (anti) choice. The contested nature of ubiquitous technology in practice, demonstrates marketer's obligation to adapt strategy and to take into account environmental social relational features. We argue for further use of social experience based differentiation, co-constructed by both users and non-users.

Keywords: ICT, cellular game, technological consumption choice

JEL Classification: M30

Suggested Citation

Kervenoael, Ronan de and Ozturkcan, Selcen, Marketers' Social ICT Failures and 'Anti-Choice': Illustration from Cellular Game Application (December 10, 2007). Behaviour and Information Technology Journal, Forthcoming. Available at SSRN: https://ssrn.com/abstract=1362627 or http://dx.doi.org/10.2139/ssrn.1362627

Ronan de Kervenoael

affiliation not provided to SSRN ( email )

Selcen Ozturkcan (Contact Author)

Department of Marketing, School of Business and Economics, Linnaeus University ( email )

Kalmar, SE-391 82
Sweden
+46 (48) 049-7189 (Phone)

HOME PAGE: http://lnu.se/en/staff/selcen.ozturkcan/

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