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Empowerment as latent vulnerability in techno-mediated consumption journeys

Author

Listed:
  • Céline del Bucchia

    (Audencia Recherche - Audencia Business School)

  • Cristel Antonia Russell

    (Pepperdine University - Partenaires INRAE)

  • Claire Burlat

    (Audencia Recherche - Audencia Business School)

  • Caroline Lancelot Miltgen

    (Audencia Recherche - Audencia Business School)

Abstract

Marketers, retailers, and brands increasingly rely on digital technologies to shape consumers' journeys. Extending from the paradox of technology, which captures the coexistence of inherent benefits and risks, we propose that empowerment from techno-mediated interactions with brands conceals vulnerability; thus, introducing the concept of latent vulnerability. Adopting a dream interpretation approach from psychoanalysis, we explored consumers' reflections on the integration of techno-based interactions with brands in their consumption journeys. The analysis unearths processes whereby consumer empowerment may convert to experiences of vulnerability. This research shows that, while giving consumers a sense of empowerment, techno-mediated journeys may hide a form of latent vulnerability. Latent vulnerability becomes manifest through revelation mechanisms that allow consumers to develop self-reflexivity and recognize their dependence and manipulation. We discuss the ethical implications that latent vulnerability raises.

Suggested Citation

  • Céline del Bucchia & Cristel Antonia Russell & Claire Burlat & Caroline Lancelot Miltgen, 2021. "Empowerment as latent vulnerability in techno-mediated consumption journeys," Post-Print hal-02566576, HAL.
    • Handle: RePEc:hal:journl:hal-02566576
    DOI: 10.1016/j.jbusres.2020.03.014
    Note: View the original document on HAL open archive server: https://hal.science/hal-02566576v2
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    Citations

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    Cited by:

    1. Julia Rötzmeier-Keuper, 2020. "Consumer Vulnerability: Overview And Synthesis Of The Current State Of Knowledge And Future Service-Related Research Directions," Working Papers Dissertations 65, Paderborn University, Faculty of Business Administration and Economics.
    2. Paolo Franco, 2023. "Older consumers and technology: A critical systematic literature review," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 92-121, June.
    3. Lundin, Lisa & Kindström, Daniel, 2023. "Digitalizing customer journeys in B2B markets," Journal of Business Research, Elsevier, vol. 157(C).
    4. Wang, Xueqin & Wong, Yiik Diew & Liu, Feng & Yuen, Kum Fai, 2023. "Consumers' paradoxical motives of co-creation: From self-service technology to crowd-sourcing platform," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    5. Khare, Apoorv & Jain, Rajesh, 2022. "Mapping the conceptual and intellectual structure of the consumer vulnerability field: A bibliometric analysis," Journal of Business Research, Elsevier, vol. 150(C), pages 567-584.

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