Mohamed Hakimi

Composition of the Jury

Abstract

While we are promised a boom in the markets for the Internet of Things (IoT), connected devices, and artificial intelligence, consumers still seem to be torn between ambivalence and concern regarding these technologies (Ardelet et al., 2017). This anxiety regarding connected devices represents a real barrier to the adoption of innovation (Mani and Chouk, 2018). Previous studies have attempted to examine the mechanisms of acceptance and resistance toward connected devices. However, they have often relied on a human-centered perspective to assess this complex phenomenon and have not taken into account the interpersonal nature of consumer-connected-device interactions (Novak and Hoffman 2019, Monsurro et al. 2020). The objective of this research is to evaluate the anticipated interaction between the consumer and the connected object by adopting an object-oriented ontology. The primary objective is to explore the mental representations that the capabilities of connected objects can trigger. We hypothesize that consumers can mentally simulate future interpersonal interactions with the connected object, based on its perceived capabilities to affect and be affected (Hoffman and Novak 2015). To this end, this research adopted a mixed-methods approach. First, we used a qualitative projective technique called Album-OnLine (AOL – Vernette 2007, Kessous and Valette-Florence 2019) to explore the mental representations evoked by a connected object prior to purchase. Next, two quantitative studies examine the potential influence of the connected object’s perceived capabilities (agency) on the emergence of negative attitudes and anxiety toward it, prior to any actual interaction. Our results suggest that passive resistance toward connected objects and anxiety about them arise due to the innovative and agentic capabilities expressed by the connected object. A detailed explanation of the phenomenon, along with suggestions for future research, is offered to researchers and managers to reduce this state of anticipated anxiety and promote the adoption of connected objects.

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