Focus: Customer acceptance of new technologies and behavioral/consumption patterns
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Innovative products and (communication) technologies are often seen by developers as disruptive and as the "next big thing" that will achieve great market success. In most cases, however, these expectations of success are quickly disappointed. A major reason for the failure of new products and technologies is the lack of acceptance on the part of the targeted users, which leads to a lack of adoption of the innovation. The adoption factors and barriers are manifold and often lie in the subjective perception of potential users, which is often diametrically opposed to the developers' point of view. This is where the questions of the focus area "Acceptance of new products and technologies" at the Department of Marketing come in.
Topics related to the following questions are particularly welcome:
- What role do emotions play in the acceptance of (technological) innovations?
- How does the trust that potential users of new technologies place in the provider [brand, technical features] influence acceptance?
- How can the user experience of new products or technologies be measured and designed?
- How can the tendency to stick with established products or technologies be explained and overcome?
- What factors influence trust in AI-based assistants (e.g., ChatGPT)?
- What factors influence the acceptance of AI-generated content in marketing communications? What challenges and implications are associated with the perceived use of AI-generated content in marketing communications?
- How do autonomous assistant systems influence perceived consumer autonomy?
- How does digital fatigue affect the use of digital (e.g., AI-based) content?
- To what extent can the use of Explainable AI (XAI) systems influence consumer acceptance of AI applications?
- How does the perceived personality of AI agents influence their use?
- How are virtual or AI influencers perceived? What factors influence their acceptance?
- What are the key adoption factors and barriers for “AI companions” in sales and relationship marketing?