The dark side of consumer life in the age of virtual and mobile technology

ABSTRACT

This study extends the nascent stream of research that investigates the contributions of mobile and virtual technology to consumer misbehaviour and dark side of consumer life. Using a qualitative approach, the present research explores the nature of consumer–technology relationship, specifically virtual and mobile technology, at the level of lived experience. The findings reflect eight important facets of technology-related dark-side consumer behaviour that, in one way or another, cause harm to the individual user, other consumers or society at large. These themes showcase human entrapment in mobile and virtual technology. The findings have significant implications for marketing managers as well as consumer well-being.

KEYWORDS:

• Consumer misbehaviour
• dark side
• technology
• virtual
• mobile

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1. See the news article: Online Predator Natalia Burgess Jailed 26 Months.  (Nov. 22, 2013). Stuff.co.nz, retrieved from http://www.stuff.co.nz/the-press/news/9431983/Online-predator-Natalia-Burgess-jailed-26-months.

2. See the news article: Idaho Family Mourning the Death Of their Daughter Who Was a Victim of Cyber-Bullying.  Feelright, W. (Feb. 26, 2016). Cache valley Daily.Com. http://www.cachevalleydaily.com/news/local/article_e3b7162c-dd08-11e5-ba8a-f74ae6b72627.html.

Additional information

Notes on contributors

Mohammadali Zolfagharian

Mohammadali Zolfagharian (PhD, University of North Texas) is an associate professor of Marketing at University of Texas Rio Grande Valley. His research interests include co-creation, multiculturalism, innovation and product agency. His research has appeared in several journals and books such as International Journal of Research in Marketing, Decision Sciences, Psychology & Marketing, International Marketing Review, Journal of Business & Industrial Marketing and Journal of Services Marketing.

Atefeh Yazdanparast (PhD, University of North Texas) is an assistant professor of Marketing and Mead Johnson Endowed Chair in Business at University of Evansville. Her research interests include social psychology of consumer decisions, interplay of technology and consumer behaviour, and value co-creation. Her research has been published in journals such as the Journal of Consumer Psychology, Psychology & Marketing, Journal of Consumer Behavior and International Journal of Logistics Management.