Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach

Hoffman, Donna L; Novak, Thomas P

doi:10.1093/jcr/ucx105

Cited by 668Consumer Behavior in Brand Consumption and IdentificationInnovative Human-Technology InteractionAI in Service Interactions

Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach

Hoffman, Donna L, Novak, Thomas P·2018·Journal of Consumer Research

DOI 10.1093/jcr/ucx105

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Abstract

The consumer Internet of Things (IoT) has the potential to revolutionize consumer experience. Because consumers can actively interact with smart objects, the traditional, human-centric conceptualization of consumer experience as consumers’ internal subjective responses to branded objects may not be sufficient to conceptualize consumer experience in the IoT. Smart objects possess their own unique capacities and their own kinds of experiences in interaction with the consumer and each other. A conceptual framework based on assemblage theory and object-oriented ontology details how consumer experience and object experience emerge in the IoT. This conceptualization is anchored in the context of consumer-object assemblages, and defines consumer experience by its emergent properties, capacities, and agentic and communal roles expressed in interaction. Four specific consumer experience assemblages emerge: enabling experiences, comprising agentic self-extension and communal self-expansion, and constraining experiences, comprising agentic self-restriction and communal self-reduction. A parallel conceptualization of the construct of object experience argues that it can be accessed by consumers through object-oriented anthropomorphism, a nonhuman-centric approach to evaluating the expressive roles objects play in interaction. Directions for future research are derived, and consumer researchers are invited to join a dialogue about the important themes underlying our framework.

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IoT may impose constraints and restrictions on consumer journeys.
“IoT may impose constraints and restrictions on consumer journeys (Hoffman and Novak 2018; Novak and Hoffman 2019).”
From A strategic framework for artificial intelligence in marketing (2021) · cites this paper as Hoffman and Novak 2018

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Carpenter, C. J., & Spottswood, E. L. (2013) · Computers in Human Behavior · doi:10.1016/j.chb.2013.01.021 · Cited by 52 · see citing works
The Flickering Consumer: New Materialities and Consumer Research
Borgerson, J. (2013) · Emerald Group Publishing Limited eBooks · doi:10.1108/s0885-2111(2013)0000015009 · Cited by 49 · see citing works
Speak out and annoy someone
Christian, A. D., & Avery, B. L. (2000) · ACM SIGCHI Conference on Human Factors in Computing Systems (CHI) · doi:10.1145/332040.332449 · Cited by 42 · see citing works
Alternative Conceptualizations of the Extended Self
Belk, R. W. (2014) · ACR North American Advances · Cited by 29 · see citing works
Symbolic Interdependence, Imagined Interaction, and Relationship Quality
Honeycutt, J. M. (2009) · Imagination Cognition and Personality · doi:10.2190/ic.28.4.b · Cited by 25 · see citing works
Consumer Tribes
Covà, B., Kozinets, R. V., & Shankar, A. (2012) · Routledge eBooks · doi:10.4324/9780080549743 · Cited by 24 · see citing works
Phatics and the design of community
Makice, K. (2009) · CHI Conference Extended Abstracts on Human Factors in Computing Systems (CHI EA) · doi:10.1145/1520340.1520445 · Cited by 23 · see citing works
Do objects dream of an internet of things
Mitew, T. (2014) · Research Online (University of Wollongong) · Cited by 21 · see citing works
Experience, Awareness and Consciousness:Suggestions for Definitions as Offered by an Evolutionary Approach
Vaneechoutte, M. (2000) · Foundations of Science · doi:10.1023/a:1011371811027 · Cited by 19 · see citing works
An Ontography of Broadband on a Domestic Scale
Arnold, M., Nansen, B., Kennedy, J., Gibbs, M., Harrop, M., & Wilken, R. (2016) · Transformations · doi:10.33011/tf.v16i1.4473 · Cited by 17 · see citing works
Agency and Communion as a Framework to Understand Consumer Behavior
Kurt, D., & Frimer, J. A. (2015) · Cambridge University Press eBooks · doi:10.1017/cbo9781107706552.017 · Cited by 14 · see citing works
Understanding Place through use of Mixed-Method Approach
Deutsch, K., & Goulias, K. G. (2012) · Transportation Research Record Journal of the Transportation Research Board · doi:10.3141/2323-01 · Cited by 13 · see citing works
Interaction history visualization
Schmidt, B., Doeweling, S., & Mühlhäuser, M. (2012) · ACM International Conference on Design of Communication (SIGDOC) · doi:10.1145/2379057.2379107 · Cited by 8 · see citing works

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Sorted by citations

Digital transformation: A multidisciplinary reflection and research agenda
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2019.09.022 · Cited by 5,720 · see citing works
“These new digital technologies are likely to structurally change consumer behavior (cf. Ho ﬀ man & Novak, 2017; Verhoef et al., 2017), and, consequently, the use of new digital technologies can easily become the new norm and defy traditional business rules.”
Artificial intelligence in service
Huang, M.-H., & Rust, R. T. (2018) · Journal of Service Research · doi:10.1177/1094670517752459 · Cited by 3,978 · see citing works
How artificial intelligence will change the future of marketing
Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00696-0 · Cited by 2,875 · see citing works
A strategic framework for artificial intelligence in marketing
Huang, M.-H., & Rust, R. T. (2021) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-020-00749-9 · Cited by 2,059 · see citing works
“…addressed some issues, such as managers and management education underpreparing the next generation for feeling and emotional intelligence (Huang and Rust 2018; Huang et al. 2019), and IoT may impose constraints and restrictions on consumer journeys (Hoffman and Novak 2018; Novak and Hoffman 2019).”
Background
The future of social media in marketing
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00695-1 · Cited by 1,893 · see citing works
“…was deliberately designed to raise questions about the future of consumer-product relationships (and product-product Brelationships^), the proliferation of autonomous tangible devices does suggest a future in which they have a Bvoice,^ even in the absence of humans (Hoffman and Novak 2018).”
BackgroundMethod
Consumers and artificial intelligence: An experiential perspective
Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021) · Journal of Marketing · doi:10.1177/0022242920953847 · Cited by 1,193 · see citing works
“Lastly, cyborg experiences also raise mind-bending but nonetheless intriguing questions about the kinds of consumption experiences that an AI itself might have (Hoffman and Novak 2018).”
Engaged to a Robot? The Role of AI in Service
Huang, M.-H., & Rust, R. T. (2021) · Journal of Service Research · doi:10.1177/1094670520902266 · Cited by 1,185 · see citing works
“For example, Hoffman and Novak (2018) state that in the IoT, both smart objects’ and consumers’ experiences are enabled and constrained by the network.”
Background
Transforming the Customer Experience through New Technologies
Hoyer, W. D., Kroschke, M., Schmitt, B. H., Kraume, K., & Shankar, V. (2020) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2020.04.001 · Cited by 1,150 · see citing works
“After all, IoT systems can be described as assemblages (Ng & Wakenshaw, 2017) and analyzed in terms of their properties, capacities, and tendencies (Hoffman & Novak, 2018).”
Background
Customer experience challenges: Bringing together digital, physical and social realms
Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018) · Journal of Service Management · doi:10.1108/josm-04-2018-0113 · Cited by 849 · see citing works
“Indeed, Hoffman and Novak (2018) argue that the traditional human-centric conceptualization of the customer experience must be re-thought.”
BackgroundInfluential
Marketing in the Sharing Economy
Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C. P., Rindfleisch, A., & Zervas, G. (2019) · Journal of Marketing · doi:10.1177/0022242919861929 · Cited by 779 · see citing works
“Thus, theoretical lenses, data sources, and analytical methods that account for this role complexity among both the individual components as well as the systems in which they are embedded would be especially valuable (Hoffman and Novak 2017).”
Background
The future of technology and marketing: a multidisciplinary perspective
Grewal, D., Hulland, J. S., Kopalle, P. K., & Karahanna, E. (2019) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00711-4 · Cited by 710 · see citing works
Virtual and augmented reality: Advancing research in consumer marketing
Wedel, M., Bigné, E., & Zhang, J. (2020) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2020.04.004 · Cited by 602 · see citing works
Moving the Customer Experience Field Forward: Introducing the Touchpoints, Context, Qualities (TCQ) Nomenclature
Keyser, A. D., Verleye, K., Lemon, K. N., Keiningham, T. L., & Klaus, P. (2020) · Journal of Service Research · doi:10.1177/1094670520928390 · Cited by 511 · see citing works
“…recalled previous experiences and memories—can strongly impact the customer journey by activating norms (e.g., things were better in the past) and/or goals (e.g., I want to relive something from my childhood; e.g., Gentile, Levy, and Kumar 2009; Holbrook and Hirschman 1982; Puccinelli et al. 2009).”
Background
A Framework for Collaborative Artificial Intelligence in Marketing
Huang, M., & Rust, R. T. (2021) · Journal of Retailing · doi:10.1016/j.jretai.2021.03.001 · Cited by 506 · see citing works
Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries
Swaminathan, V., Sorescu, A., Steenkamp, J., O'Guinn, T. C., & Schmitt, B. H. (2020) · Journal of Marketing · doi:10.1177/0022242919899905 · Cited by 379 · see citing works
How Technology is Changing Retail
Shankar, V., Kalyanam, K., Setia, P., Golmohammadi, A., Tirunillai, S., Douglass, T., Hennessey, J., Bull, J., & Waddoups, R. (2020) · Journal of Retailing · doi:10.1016/j.jretai.2020.10.006 · Cited by 490 · see citing works
Born digitals: Thoughts on their internationalization and a research agenda
Monaghan, S., Tippmann, E., & Coviello, N. E. (2019) · Journal of International Business Studies · doi:10.1057/s41267-019-00290-0 · Cited by 382 · see citing works
The future of marketing
Rust, R. T. (2020) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2019.08.002 · Cited by 381 · see citing works
A new acceptance model for artificial intelligence with extensions to UTAUT2: An empirical study in three segments of application
Gansser, O. A., & Reich, C. S. (2021) · Technology in Society · doi:10.1016/j.techsoc.2021.101535 · Cited by 398 · see citing works
Robotics for Customer Service: A Useful Complement or an Ultimate Substitute?
Xiao, L., & Kumar, V. (2019) · Journal of Service Research · doi:10.1177/1094670519878881 · Cited by 366 · see citing works
“Customer-robot interaction is a critical topic in the field of human-robot interaction (HRI; e.g., Holzwarth, Janiszewski, and Neumann 2006; Kim, Chen, and Zhang 2016; Toure-Tillery and McGill 2015).”
Background
Relationship journeys in the internet of things: a new framework for understanding interactions between consumers and smart objects
Novak, T. P., & Hoffman, D. L. (2019) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-018-0608-3 · Cited by 332 · see citing works
“Generally speaking, consumers and objects express an agentic role when they either enable or constrain the assemblage, and they express a communal role when they either are enabled or constrained by the assemblage (Hoffman and Novak 2018).”
BackgroundInfluentialSelf-citation
The rise of artificial intelligence – understanding the AI identity threat at the workplace
Mirbabaie, M., Brünker, F., Möllmann Frick, N. R. J., & Stieglitz, S. (2022) · Electronic Markets · doi:10.1007/s12525-021-00496-x · Cited by 362 · see citing works
Understanding Retail Experiences and Customer Journey Management
Grewal, D., & Roggeveen, A. L. (2020) · Journal of Retailing · doi:10.1016/j.jretai.2020.02.002 · Cited by 356 · see citing works
Service Research Priorities: Managing and Delivering Service in Turbulent Times
Ostrom, A. L., Field, J. M., Fotheringham, D., Subramony, M. V., Gustafsson, A., Lemon, K. N., Huang, M., & McColl‐Kennedy, J. R. (2021) · Journal of Service Research · doi:10.1177/10946705211021915 · Cited by 314 · see citing works
“One of these changes is the expanded role of technologies and tools (Hoffman and Novak 2018) in providing information, guidance, advice, and interaction, thus identifying the “best” options in certain contexts (e.g., providing directions to a service location or suggesting substitutes to fill a…”
Background
Can AI artifacts influence human cognition? The effects of artificial autonomy in intelligent personal assistants
Hu, Q., Lu, Y., Pan, Z., Gong, Y. Y., & Yang, Z. (2020) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2020.102250 · Cited by 316 · see citing works
Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities
Kopalle, P. K., Gangwar, M., Kaplan, A., Ramachandran, D., Reinartz, W., & Rindfleisch, A. (2021) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2021.11.002 · Cited by 323 · see citing works
Autonomous Shopping Systems: Identifying and Overcoming Barriers to Consumer Adoption
de Bellis, E., & Johar, G. V. (2020) · Journal of Retailing · doi:10.1016/j.jretai.2019.12.004 · Cited by 270 · see citing works
“This novel type of technology displays high degrees of autonomy, changing how consumers experience and interact with these technologies (Grewal, Roggeveen, and Nordfält 2017; Hoffman and Novak 2018).”
BackgroundInfluential
Servant, friend or master? The relationships users build with voice-controlled smart devices
Schweitzer, F., Belk, R., Jordan, W., & Ortner, M. (2019) · Journal of Marketing Management · doi:10.1080/0267257x.2019.1596970 · Cited by 246 · see citing works
“Our informants changed roles overtime moving into a state in which they express communion with the VCSA, a communal expressive role in assemblage theorising (Ho ﬀ man & Novak, 2018).”
BackgroundInfluential
Top managers in the digital age: Exploring the role and practices of top managers in firms' digital transformation
Wrede, M., Velamuri, V. K., & Dauth, T. (2020) · Managerial and Decision Economics · doi:10.1002/mde.3202 · Cited by 255 · see citing works
Consumer engagement via interactive artificial intelligence and mixed reality
Sung, E., Bae, S., Han, D. D., & Kwon, O. (2021) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2021.102382 · Cited by 259 · see citing works
Consumer privacy and the future of data-based innovation and marketing
Bleier, A., Goldfarb, A., & Tucker, C. (2020) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2020.03.006 · Cited by 239 · see citing works
“As more products are equipped with sensors that track location, usage, condition, and other information, marketers can oﬀer new products and features that seem to deliver higher quality (Hoﬀman and Novak, 2018; Porter and Heppelmann, 2014).”
Continuance intention of online technologies: A systematic literature review
Yan, M., Filieri, R., & Gorton, M. (2021) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2021.102315 · Cited by 260 · see citing works
Psychological determinants of users’ adoption and word-of-mouth recommendations of smart voice assistants
Mishra, A. A., Shukla, A., & Sharma, S. K. (2021) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2021.102413 · Cited by 236 · see citing works
Conversational robo advisors as surrogates of trust: onboarding experience, firm perception, and consumer financial decision making
Hildebrand, C., & Bergner, A. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-020-00753-z · Cited by 255 · see citing works
Understanding acceptance of eHealthcare by IoT natives and IoT immigrants: An integrated model of UTAUT, perceived risk, and financial cost
Arfi, W. B., Nasr, I. B., Khvatova, T., & Zaied, Y. B. (2020) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2020.120437 · Cited by 223 · see citing works
AI-chatbots on the services frontline addressing the challenges and opportunities of agency
Chong, T., Yu, T., Keeling, D. I., & de Ruyter, K. (2021) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2021.102735 · Cited by 245 · see citing works
Marketing perspectives on digital business models: A framework and overview of the special issue
Verhoef, P. C., & Bijmolt, T. H. A. (2019) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2019.08.001 · Cited by 240 · see citing works
Digital ecosystem and consumer engagement: A socio-technical perspective
Morgan‐Thomas, A., Dessart, L., & Veloutsou, C. A. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2020.03.042 · Cited by 210 · see citing works
Mobile apps for healthy living: Factors influencing continuance intention for health apps
Yan, M., Filieri, R., Raguseo, E., & Gorton, M. (2021) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2021.120644 · Cited by 182 · see citing works
The Rise of New Technologies in Marketing: A Framework and Outlook
Hoffman, D. L., Moreau, C., Stremersch, S., & Wedel, M. (2021) · Journal of Marketing · doi:10.1177/00222429211061636 · Cited by 201 · see citing works
Self-citation
Customer Experience: Conceptualization, Measurement, and Application in Omnichannel Environments
Gahler, M., Klein, J. F., & Paul, M. (2022) · Journal of Service Research · doi:10.1177/10946705221126590 · Cited by 227 · see citing works
Generative AI in innovation and marketing processes: A roadmap of research opportunities
Cillo, P., & Rubera, G. (2024) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-024-01044-7 · Cited by 219 · see citing works
“The marketing field has recognized that new technolo - gies often alter consumer behavior (Giebelhausen et al., 2014 ; Hoffman & Novak, 2018).”
Smart Products: Conceptual Review, Synthesis, and Research Directions*
Raff, S., Wentzel, D., & Obwegeser, N. (2020) · Journal of Product Innovation Management · doi:10.1111/jpim.12544 · Cited by 196 · see citing works
Machine Talk: How Verbal Embodiment in Conversational AI Shapes Consumer–Brand Relationships
Bergner, A., Hildebrand, C., & Häubl, G. (2023) · Journal of Consumer Research · doi:10.1093/jcr/ucad014 · Cited by 183 · see citing works
Customer Acceptance of AI in Service Encounters: Understanding Antecedents and Consequences
Ostrom, A. L., Fotheringham, D., & Bitner, M. J. (2018) · Service science: research and innovations in the service economy · doi:10.1007/978-3-319-98512-1_5 · Cited by 179 · see citing works
The customer retail app experience: Implications for customer loyalty
Molinillo, S., Aguilar-Illescas, R., Anaya‐Sánchez, R., & Carvajal-Trujillo, E. (2021) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2021.102842 · Cited by 224 · see citing works
Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research
Hollebeek, L. D., Menidjel, C., Sarstedt, M., Jansson, J., & Urbonavičius, S. (2024) · Psychology and Marketing · doi:10.1002/mar.21957 · Cited by 191 · see citing works
Love of nature as a mediator between connectedness to nature and sustainable consumption behavior
Dong, X., Liu, S., Li, H., Yang, Z. G. O., Liang, S., & Deng, N. (2019) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2019.118451 · Cited by 170 · see citing works
A study of human resource digital transformation (HRDT): A phenomenon of innovation capability led by digital and individual factors
Bansal, A., Panchal, T., Jabeen, F., Mangla, S. K., & Singh, G. (2023) · Journal of Business Research · doi:10.1016/j.jbusres.2022.113611 · Cited by 168 · see citing works
Artificial Intelligence and Machine Learning: Exploring drivers, barriers, and future developments in marketing management
Volkmar, G. V., Fischer, P. M., & Reinecke, S. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.04.007 · Cited by 198 · see citing works
“Find a flight for me, Oscar!” Motivational customer experiences with chatbots
Jiménez‐Barreto, J., Rubio, N., & Molinillo, S. (2021) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-10-2020-1244 · Cited by 168 · see citing works
The impact of voice assistants’ intelligent attributes on consumer well-being: Findings from PLS-SEM and fsQCA
Kang, W., & Shao, B. (2022) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2022.103130 · Cited by 165 · see citing works
The impact of artificial intelligence in marketing on the performance of business organizations: evidence from SMEs in an emerging economy
Abrokwah-Larbi, K., & Awuku-Larbi, Y. (2023) · Journal of Entrepreneurship in Emerging Economies · doi:10.1108/jeee-07-2022-0207 · Cited by 158 · see citing works
Creating Boundary-Breaking, Marketing-Relevant Consumer Research
MacInnis, D. J., Morwitz, V. G., Botti, S., Hoffman, D. L., Kozinets, R. V., Lehmann, D. R., Lynch, J. G., & Pechmann, C. (2019) · Journal of Marketing · doi:10.1177/0022242919889876 · Cited by 155 · see citing works
Self-citation
Artificial intelligent chatbots as brand promoters: a two-stage structural equation modeling-artificial neural network approach
Lee, C. T., Pan, L.-Y., & Hsieh, S. H. (2021) · Internet Research · doi:10.1108/intr-01-2021-0030 · Cited by 159 · see citing works
Hey Alexa: examining the effect of perceived socialness in usage intentions of AI assistant-enabled smart speaker
Hsieh, S. H., & Lee, C. T. (2021) · Journal of Research in Interactive Marketing · doi:10.1108/jrim-11-2019-0179 · Cited by 150 · see citing works
The acceptance and usage of smart connected objects according to adoption stages: an enhanced technology acceptance model integrating the diffusion of innovation, uses and gratification and privacy calculus theories
Attié, E. A., & Meyer‐Waarden, L. (2022) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2022.121485 · Cited by 154 · see citing works
The impact of affective and cognitive app experiences on loyalty towards retailers
Molinillo, S., García, A. N., Anaya‐Sánchez, R., & Japutra, A. (2019) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2019.101948 · Cited by 160 · see citing works
Alexa, Can I Trust You? Exploring Consumer Paths to Trust in Smart Voice-Interaction Technologies
Foehr, J., & Germelmann, C. C. (2019) · Journal of the Association for Consumer Research · doi:10.1086/707731 · Cited by 144 · see citing works
“Expanding on anthropomorphism, assemblage theory (DeLanda 2016; Hoffman and Novak 2018), and the extended self (Belk 1988, 2013, 2014), Schweitzer et al. (2019) identify three relationship types resulting from consumer interaction with SVITs.”
BackgroundInfluential
Manipulate to empower: Hyper-relevance and the contradictions of marketing in the age of surveillance capitalism
Darmody, A., & Zwick, D. (2020) · Big Data & Society · doi:10.1177/2053951720904112 · Cited by 150 · see citing works
Global Brand Building and Management in the Digital Age
Steenkamp, J. E. M. (2020) · Journal of International Marketing · doi:10.1177/1069031x19894946 · Cited by 162 · see citing works
“It is resulting in smart devices (e.g., home appliances and cars) equipped with sensors, software, and connectivity that allow these devices to interact and exchange information with each other (Hoffman and Novak 2017).”
Background
The smarter, the better?! Customer well-being, engagement, and perceptions in smart service systems
Henkens, B., Verleye, K., & Larivière, B. (2020) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2020.09.006 · Cited by 141 · see citing works
“These computational processes enable smart service systems to make decisions and act without customer intervention (Lim & Maglio, 2018; Novak & Hoffman, 2018).”
Influential
The effect of required warmth on consumer acceptance of artificial intelligence in service: The moderating role of AI-human collaboration
Peng, C., van Doorn, J., Eggers, F., & Wieringa, J. E. (2022) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2022.102533 · Cited by 140 · see citing works
How consumer digital signals are reshaping the customer journey
Schweidel, D. A., Bart, Y., Inman, J. J., Stephen, A. T., Libai, B., Andrews, M., Rosario, A. B., Chae, I., Chen, Z., Kupor, D. M., et al. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-022-00839-w · Cited by 162 · see citing works
How smart experiences build service loyalty: The importance of consumer love for smart voice assistants
Ortega, B. H., & Ferreira, I. (2021) · Psychology and Marketing · doi:10.1002/mar.21497 · Cited by 134 · see citing works
Conceptualizing unconventional luxury
Thomsen, T. U., Holmqvist, J., von Wallpach, S., Hemetsberger, A., & Belk, R. W. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2020.01.058 · Cited by 129 · see citing works
Role of Risks in the Development of Responsible Artificial Intelligence in the Digital Healthcare Domain
Gupta, S., Kamboj, S., & Bag, S. (2021) · Information Systems Frontiers · doi:10.1007/s10796-021-10174-0 · Cited by 129 · see citing works
“To deal with these challenges efficiently, companies must be aware of the challenges and risks with regard to AI and consider them fully when explaining proposed plans and usage (Hoffman and Novak, 2017).”
Background
The Platformization of Brands
Wichmann, J. R. K., Wiegand, N., & Reinartz, W. (2021) · Journal of Marketing · doi:10.1177/00222429211054073 · Cited by 126 · see citing works
How Human–Chatbot Interaction Impairs Charitable Giving: The Role of Moral Judgment
Zhou, Y., Fei, Z., He, Y., & Yang, Z. (2022) · Journal of Business Ethics · doi:10.1007/s10551-022-05045-w · Cited by 124 · see citing works
Executive Cognitive Structure, Digital Policy, and Firms’ Digital Transformation
Zhu, Z., Song, T., Huang, J., & Zhong, X. (2022) · IEEE Transactions on Engineering Management · doi:10.1109/tem.2022.3190889 · Cited by 127 · see citing works
“There has been a lack of research on the internal factors determining the strategic behavior of ﬁrms’ digital transformation from the microperspective [3], [7]–[10], [34].”
Background
More than just a chat: a taxonomy of consumers’ relationships with conversational AI agents and their well-being implications
Alabed, A., Javornik, A., Gregory‐Smith, D., & Casey, R. (2023) · European Journal of Marketing · doi:10.1108/ejm-01-2023-0037 · Cited by 125 · see citing works
Customer experience: a systematic literature review and consumer culture theory-based conceptualisation
Waqas, M., Hamzah, Z. L., & Salleh, N. A. M. (2020) · Management Review Quarterly · doi:10.1007/s11301-020-00182-w · Cited by 128 · see citing works
Do parasocial relationships and the quality of communication with AI shopping chatbots determine middle‐aged women consumers' continuance usage intentions?
Lee, M., & Park, J.-S. (2022) · Journal of Consumer Behaviour · doi:10.1002/cb.2043 · Cited by 100 · see citing works
Algorithmic consumer culture
Airoldi, M., & Rokka, J. (2022) · Consumption Markets & Culture · doi:10.1080/10253866.2022.2084726 · Cited by 111 · see citing works
“Ads and content recommendations began to be tailored to the digital traces of consumers ’ discourses and behaviors (Airoldi 2021b), automatically stored and computationally analyzed in order to predict desires and elicit purchases or engagement (Mellet and Beauvisage 2020).”
Influential
Voice bots on the frontline: Voice-based interfaces enhance flow-like consumer experiences & boost service outcomes
Zierau, N., Hildebrand, C., Bergner, A., Busquet, F., Schmitt, A., & Leimeister, J. M. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-022-00868-5 · Cited by 115 · see citing works
“Second, the current findings offer novel insights into consumer-technology relationships (Hoffman & Novak, 2018; Novak & Hoffman, 2018) and how the natural interaction through a voice-based interface creates a new “assemblage” of consumer experiences.”
Background
Consumer acceptance of voice-activated smart home devices for product information seeking and online ordering
Canziani, B. F., & MacSween, S. (2021) · Computers in Human Behavior · doi:10.1016/j.chb.2021.106714 · Cited by 111 · see citing works
Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda
Ghorbani, M., Karampela, M., & Tonner, A. (2022) · International Journal of Consumer Studies · doi:10.1111/ijcs.12791 · Cited by 120 · see citing works
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Self-citation

Authors: Hoffman, D. L., & Novak, T. P.
Affiliations: George Washington University (US)
Corresponding author: Hoffman, Donna L
Venue: Journal of Consumer Research
Publisher: Oxford University Press (OUP)
Published: 2017-10-06
Volume: 44
Issue: 6
Pages: 1178-1204
ISSN: 0093-5301 (ISSN-L)
1537-5277
DOI: 10.1093/jcr/ucx105
OpenAlex: W3124255990
Cited by: 668
References: 124
Citations by year: 2026: 65 · 2025: 92 · 2024: 77 · 2023: 92 · 2022: 122 · 2021: 84 · 2020: 77 · 2019: 45 · 2018: 10 · 2017: 3
FWCI: 66.82
Type: journal article
Language: en
Open access: closed
Licence: academic.oup.com/journals/pages/about_us/legal/notices (vor)
Locations: Journal of Consumer Research (publishedVersion)
RePEc: Research Papers in Economics (submittedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Physical Sciences › Computer Science › Human-Computer Interaction › Innovative Human-Technology Interaction
Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
Keywords: Internet of Things, customer experience, assemblage theory, object-oriented ontology, smart objects

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Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach

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