Technology acceptance, techno-fears and the rise of the post-modern consumer

This paper explores why some technologies (e.g. IT and telecoms) are well embraced whereas others, such as biotechnology, are more likely to generate anxiety.

Technology Acceptance, Techno-Fears And The Rise Of The Post-Modern Consumer

Alison MacLeod Consumer Science Manager, DuPont Nutrition and Health, United Kingdom. andJanet Nash Partner, Fiori Nash Ltd., United Kingdom. She directed the qualitative project described in this paper while at The Research Business International.

In the new, networked economy, marketers seem to be making a number of assumptions. The first is that marketing relationships are faster, more narrowcast (as opposed to broadcast), and more personally tailored to the target audience. The second is that networking works for both parties: marketers can be more efficient; consumers can...

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