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Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach
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 (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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“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.”
BackgroundCanziani, B. F., & MacSween, S. (2021) · Computers in Human Behavior · doi:10.1016/j.chb.2021.106714 · Cited by 111
Ghorbani, M., Karampela, M., & Tonner, A. (2022) · International Journal of Consumer Studies · doi:10.1111/ijcs.12791 · Cited by 122
Tassiello, V., Tillotson, J. S., & Rome, A. (2021) · Psychology and Marketing · doi:10.1002/mar.21488 · Cited by 107
“…contradict much of the current literature concerning AI that tends to emphasize the social and relational (i.e., nonfunctional) aspects of VA devices (Hoffman & Novak, 2018; Johnson et al., 2008; Pitardi & Marriott, 2021; Putoni et al., 2021; Schweitzer et al., 2019; Whang & Im, 2021; Woods, 2018).”
BackgroundSchmitt, B. (2019) · Journal of Consumer Research · doi:10.1093/jcr/ucz038 · Cited by 128
Spicing up hospitality service encounters: the case of Pepper™
Tuomi, A., Tussyadiah, I. P., & Hanna, P. (2021) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-07-2020-0739 · Cited by 105
Schmitt, B., Brakus, J. J., & Biraglia, A. (2022) · Journal of Consumer Research · doi:10.1093/jcr/ucab044 · Cited by 119
Hildebrand, C., Efthymiou, F., Busquet, F., Hampton, W. H., Hoffman, D. L., & Novak, T. P. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2020.09.020 · Cited by 107
Self-citationNyagadza, B. (2022) · Sustainable Technology and Entrepreneurship · doi:10.1016/j.stae.2022.100020 · Cited by 130
Use of intelligent applications to reduce household food waste
Liegeard, J., & Manning, L. (2019) · Critical Reviews in Food Science and Nutrition · doi:10.1080/10408398.2018.1556580 · Cited by 100
I am attracted to my Cool Smart Assistant! Analyzing Attachment-Aversion in AI-Human Relationships
Guerreiro, J., & Loureiro, S. M. C. (2023) · Journal of Business Research · doi:10.1016/j.jbusres.2023.113863 · Cited by 105
Influence of customer application experience and value in use on loyalty toward retailers
Japutra, A., Utami, A. F., Molinillo, S., & Ekaputra, I. A. (2020) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2020.102390 · Cited by 106
Lucia‐Palacios, L., & Pérez‐López, R. (2021) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2021.03.005 · Cited by 89
Singh, R. (2021) · European Journal of Marketing · doi:10.1108/ejm-12-2019-0942 · Cited by 95
Customer engagement with digitalized interactive platforms in retailing
Roy, S. K., Singh, G., Sadeque, S., Harrigan, P., & Coussement, K. (2023) · Journal of Business Research · doi:10.1016/j.jbusres.2023.114001 · Cited by 124
Emotional attachment: a bridge between brand reputation and brand advocacy
Ahmadi, A., & Ataei, A. (2022) · Asia-Pacific Journal of Business Administration · doi:10.1108/apjba-11-2021-0579 · Cited by 115
Consumer perceived risk of using autonomous retail technology
Sohn, S. (2023) · Journal of Business Research · doi:10.1016/j.jbusres.2023.114389 · Cited by 91
How Brands Acquire Cultural Meaning
Fournier, S. M., & Alvarez, C. (2019) · Journal of Consumer Psychology · doi:10.1002/jcpy.1119 · Cited by 103
Kang, H., & Kim, K. J. (2019) · International Journal of Human-Computer Studies · doi:10.1016/j.ijhcs.2019.09.002 · Cited by 93
Human or Robot? Consumer Responses to Radical Cognitive Enhancement Products
Castelo, N., Schmitt, B. H., & Sárváry, M. (2019) · Journal of the Association for Consumer Research · doi:10.1086/703462 · Cited by 81
“In our digital age, such research has investigated consumers’ attitudes and behaviors around new mobile devices, social media platforms, and online shopping (Hoffman and Novak 1996; Yoon et al. 2013).”
BackgroundHow Artificial Intelligence Constrains the Human Experience
Valenzuela, A., Puntoni, S., Hoffman, D., Castelo, N., De Freitas, J., Dietvorst, B., Hildebrand, C., Huh, Y. E., Meyer, R., Sweeney, M. E., et al. (2024) · Journal of the Association for Consumer Research · doi:10.1086/730709 · Cited by 81
“In tandem with directly constraining human experience, AI can constrain human experience indirectly, as when people use AI in ways that limit their own engagement with the experience (Hoffman and Novak 2018).”
BackgroundSelf-citationThe Politicization of Objects: Meaning and Materiality in The U.S. Cannabis Market
Huff, A. D., Humphreys, A., & Wilner, S. J. S. (2020) · Journal of Consumer Research · doi:10.1093/jcr/ucaa061 · Cited by 86
Relating the dark side of new‐age technologies and customer technostress
Kumar, V., Rajan, B., Salunkhe, U., & Joag, S. G. (2022) · Psychology and Marketing · doi:10.1002/mar.21738 · Cited by 86
From tablet to table: How augmented reality influences food desirability
Fritz, W., Hadi, R., & Stephen, A. T. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-022-00919-x · Cited by 79
Duffek, B., Eisingerich, A. B., Merlo, O., & Lee, G. (2025) · Journal of Marketing · doi:10.1177/00222429251319786 · Cited by 79
“Assemblage theory has been successfully applied in marketing to understand various phenomena, such as how consumers experience the Internet of Things (Hoffman and Novak 2018), how technology fuels consumers ’ passion for consumption (Kozinets, Patterson, and Ashman 2017) and drives continued product usage (Franco et a…”
One-Voice Strategy for Customer Engagement
Singh, J., Nambisan, S., Bridge, R. G., & Brock, J. K. (2020) · Journal of Service Research · doi:10.1177/1094670520910267 · Cited by 95
Metadata
- 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
- 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
- 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
- Social Sciences › Business, Management and Accounting › Marketing › AI in Service Interactions
- Keywords
- Internet of Things, customer experience, assemblage theory, object-oriented ontology, smart objects
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