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From homo sapiens to homo superior? Wearable robotics as the platform for transhumanist marketing

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  • Martin Mende

    (Florida State University)

  • Stephanie M. Noble

    (University of Tennessee)

  • Thomas Sugar

    (Polytechnic School at Arizona State University)

Abstract

This commentary merges perspectives from robotics engineering with marketing to achieve two goals: First, the commentary briefly illustrates how wearable robotics are likely to affect the entire marketing value chain and its connections to customer experiences, and it points to some substantive research implications for marketers. Second, the commentary then broadens its analytical lens and proposes ‘transhumanist marketing’ as a fruitful and overarching conceptual foundation for future research related to wearable robotics.

Suggested Citation

  • Martin Mende & Stephanie M. Noble & Thomas Sugar, 2023. "From homo sapiens to homo superior? Wearable robotics as the platform for transhumanist marketing," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 757-766, July.
    • Handle: RePEc:spr:joamsc:v:51:y:2023:i:4:d:10.1007_s11747-023-00949-z
    DOI: 10.1007/s11747-023-00949-z
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    References listed on IDEAS

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    2. Bernd Schmitt, 2020. "Speciesism: an obstacle to AI and robot adoption," Marketing Letters, Springer, vol. 31(1), pages 3-6, March.
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    4. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    5. Grewal, Dhruv & Kroschke, Mirja & Mende, Martin & Roggeveen, Anne L. & Scott, Maura L., 2020. "Frontline Cyborgs at Your Service: How Human Enhancement Technologies Affect Customer Experiences in Retail, Sales, and Service Settings," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 9-25.
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    Cited by:

    1. Grewal, Dhruv & Benoit, Sabine & Noble, Stephanie M. & Guha, Abhijit & Ahlbom, Carl-Philip & Nordfält, Jens, 2023. "Leveraging In-Store Technology and AI: Increasing Customer and Employee Efficiency and Enhancing their Experiences," Journal of Retailing, Elsevier, vol. 99(4), pages 487-504.

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