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Consumer Experience in the Internet of Things: Conceptual Foundations
This document discusses using assemblage theory to understand consumer experience in the context of the Internet of Things (IoT) and smart homes. It proposes that as IoT devices interact within a smart home, they form an assemblage whose identity and properties emerge from the interactions in ways that cannot be reduced to the individual parts. Understanding consumer experience requires examining how consumers interact with and are affected by the smart home assemblage over time, as new capacities and experiences emerge through these dynamic interactions.
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Consumer Experience in the Internet of Things: Conceptual Foundations
- 1. © Hoffman andNovak 2015 | http://postsocial.gwu.edu Consumer Experience in the Internet of Things: Conceptual Foundations Donna Hoffman Tom Novak The George Washington University Center for the Connected Consumer SCP Conference Vienna 2015 June 25-27, 2015 1
- 2. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 2 IoT and the Smart Home
- 3. © Hoffman andNovak 2015 | http://postsocial.gwu.edu Ready or Not, The Smart Home is Coming Soon! http://www.jklossner.com/TechToons/ 3
- 4. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 4 What’s Different about the IoT? Internet Phase 1 Internet of Information (Web) Nature of Interactivity Many to many interaction between people and content via Web interfaces. Google Identity of the Internet Shop online, browse web pages, search for information are all largely static. Global Collective Identity
- 5. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 5 What’s Different about the IoT? Internet Phase 1 Internet of Information (Web) Internet Phase 2 Internet of People (Social) Nature of Interactivity Many to many interaction between people and content via Web interfaces. Google Many to many interaction directly between people via social networks. Facebook Identity of the Internet Shop online, browse web pages, search for information are all largely static. Global Collective Identity Shift to smarter apps to enable more sophisticated and complex interactions. Balance of power shifts from marketer to consumer. Global and Personal Collective Identity
- 6. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 6 What’s Different about the IoT? Internet Phase 1 Internet of Information (Web) Internet Phase 2 Internet of People (Social) Internet Phase 3 Internet of Things (Post-Social) Nature of Interactivity Many to many interaction between people and content via Web interfaces. Google Many to many interaction directly between people via social networks. Facebook C2M, M2M, M2P, C2C interactions; device interactions autonomous; Digital → physical. Interactions highly heterogeneous, ongoing and evolve over time. ?? Identity of the Internet Shop online, browse web pages, search for information are all largely static. Global Collective Identity Shift to smarter apps to enable more sophisticated and complex interactions. Balance of power shifts from marketer to consumer. Global and Personal Collective Identity C2C interactions recede compared to evolving heterogeneous interactions of C2M, M2M, M2P in overlapping assemblages. New Personalized Consumer Experiences Will Emerge in the Context of the Unique Identity of the Smart Home Assemblage
- 7. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 7 The Consumer Internet of Things (IoT) “The collection of everyday objects and devices in the physical environment that are embedded with technology including sensors, actuators that are programmable and have the ability to communicate wirelessly with the Internet. These “smart products” interact and communicate with themselves and each other – and with humans - by sending and receiving data through the Internet that is stored and organized in a database.” Hoffman and Novak (2015)
- 8. © Hoffman andNovak 2015 | http://postsocial.gwu.edu Research Goal: Understand the nature of consumer experience in the smart home, one important consumer instantiation of the IoT. The IoT represents complex, interactive systems with unique characteristics. These interactions create a whole that is more than the sum of the parts. Just as the web needed new frameworks for understanding consumer experience (Hoffman and Novak 1996), the IoT will need new frameworks to understand the consumer experience that emerges from these interactions. The Need for a New Framework 8
- 9. © Hoffman andNovak 2015 | http://postsocial.gwu.edu Assemblage Theory and the Smart Home 9
- 10. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 10 The Smart Home Consumer Starts with A Device or Two
- 11. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 11 The Consumer’s Focus Shifts Once There Are 3-4 Devices
- 12. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 12 People Start to Want the Devices to Talk to Each Other
- 13. © Hoffman andNovak 2015 | http://postsocial.gwu.edu Focus on emergent experience in the smart home using assemblage theory - a comprehensive theory from the neo-realist school of philosophy which explains the processes by which the identity of a whole - a whole that is more than the sum of the parts - emerges from on-going interactions among its components (Deleuze and Guattari 1988; DeLanda 2002, 2006, 2011; Harman 2008). Recently, assemblage theory has been applied to a range of consumer behavior and marketing problems: › dissipation of a brand’s audience (Parmentier and Fischer, 2015) › consumption experiences (Canniford and Shankar, 2013) › outsourced family caregiving (Epp and Velageleti, 2014) › long-distance family practices (Epp, Schau and Price, 2014) › heterogeneous consumption communities (Thomas, Price and Schau, 2013) › consumption-driven market emergence (Martin and Shouten, 2014) › Doppelganger brand images (Geisler 2012) Our Approach is Based on Assemblage Theory 13
- 14. © Hoffman andNovak 2015 | http://postsocial.gwu.edu › IoT smart products interact to create a dynamic whole - an assemblage - that is irreducible to its component parts. › Components are heterogeneous and can be removed or added. › Components are themselves sub-assemblages of lower level components. All entities are assemblages at one level or another. › All entities (components, assemblages) have properties, capacities and tendencies. › Capacities specify what a component can do, or what can be done to it. › Interaction operates through paired capacities (to affect + to be affected). › Through interaction of components, new capacities can emerge. › Ongoing change. Assemblages are always in a process of change. They become stabilized over time through processes of territorialization and coding. Basics of Assemblage Theory for Smart Home Interaction 14
- 15. © Hoffman andNovak 2015 | http://postsocial.gwu.edu Within-Assemblage Smart Home Interactions CONSUMER SMART HOME (whole) The smart home assemblage emerges, over time, from the on-going interactions among its heterogeneous components. 15
- 16. © Hoffman andNovak 2015 | http://postsocial.gwu.edu Part-Whole Interaction of Consumer & Smart Home (part) CONSUMER SMART HOME (whole) CONSUMER 16
- 17. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 17 The Smart Home Has Emergent Properties, Tendencies and Capacities Properties (a defining characteristic of an assemblage; finite) density of connections in a mesh network
- 18. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 18 The Smart Home Has Emergent Properties, Tendencies and Capacities Properties (a defining characteristic of an assemblage; finite) density of connections in a mesh network Tendencies (what an assemblage can become; finite) smart home becomes cheaper and better over time
- 19. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 19 The Smart Home Has Emergent Properties, Tendencies and Capacities Properties (a defining characteristic of an assemblage; finite) density of connections in a mesh network Tendencies (what an assemblage can become; finite) smart home becomes cheaper and better over time Capacities (how an assemblage affects or is affected by other entities; affordances; practically limitless) can alert homeowner if there is a malfunction
- 20. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 20 Consumer Interaction with the Smart Home Consumer Smart Home Properties Tendencies Capacities Capacities Properties Tendencies Capacities Capacities Interaction Interaction of the consumer and smart home can lead to new emergent properties, capacities, and tendencies of the consumer and the smart home. consumer affects home home affects consumer
- 21. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 21 Consumer Identity Consumer Smart Home Consumer Identity Properties Tendencies Capacities Capacities Properties Tendencies Capacities Capacities Interaction
- 22. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 22 Smart Home Identity Consumer Smart Home Smart Home Identity Properties Tendencies Capacities Capacities Properties Tendencies Capacities Capacities Interaction
- 23. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 23 Consumer Experience of the Smart Home Consumer Smart Home Properties Tendencies Capacities Capacities Properties Tendencies Capacities Capacities Consumer Experience of the Smart Home Interaction
- 24. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 24 New Capacities Emerge From Interactions Consumer Smart Home remotely control camera stream live videoview video live stream move camera time 1
- 25. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 25 New Capacities Emerge From Interactions Consumer Smart Home remotely control camera stream live videoview video live stream feel secure move camera enable securitytime 2 time 1
- 26. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 26 New Capacities Emerge From Interactions Consumer Smart Home remotely control camera stream live videoview video live stream feel secure move camera enable security grant delivery person entry open front doortime 3 time 2 time 1
- 27. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 27 Interactions Occur in a Broader Context Smart HomeOther People Consumer Other People Other Things Other Things
- 28. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 28 Consumer Identity Smart HomeOther People Consumer Other People Other Things Other Things Consumer identity emerges from the consumer’s capacities that are exercised in and emerge from interactions with all other entities. How the consumer affects and is affected by.
- 29. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 29 Smart Home Identity Smart HomeOther People Consumer Other People Other Things Other Things Smart home identity emerges from the smart home’s capacities that are exercised in and emerge from interactions with all other entities. How the smart home affects and is affected by.
- 30. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 30 Consumer Experience of the Smart Home Smart HomeOther People Consumer Other People Other Things Other Things Consumer experience of the smart home consists of paired capacities that emerge from the consumer’s part-whole interactions with the smart home over time.
- 31. © Hoffman andNovak 2015 | http://postsocial.gwu.edu Research Directions Consumer Behavior 31 Strategy Modeling
- 32. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 32 Consumer and Marketer Perspectives on Smart Home Territorialization © Hoffman and Novak 2015 | http://postsocial.gwu.edu Strategic Implications of Smart Home Evolution Paths
- 33. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 33 Modeling and Topological Data Analysis (TDA)
- 34. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 34 Consumer Experience Consumer experience of the smart home emerges from the consumer’s part- whole interactions with the home, as exercised through paired capacities. The paired capacities explain how consumers and the home have the capacity to affect and to be affected during interactions with each other. Similar to Connell and Schau (2013), we link self-extension theory (Belk 1998; 2013; 2014) with self-expansion theory (Aron, et.al. 1991; Aron, Aron and Norman 2001) in a larger conceptual framework that encompasses our paired capacities to affect and capacities to be affected, respectively. Our approach also integrates concepts from brand experience (Brakus, Schmitt and Zarantonello 2009), brand-consumer relationships (Belk 1988; Fournier 1989; Reimann and Aron 2009) and anthropomorphism (Epley, Waytz and Cacioppo 2007).
- 35. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 35 Consumer Capacity Smart Home Capacity Consumer- Initiated Interaction Capacity of consumer to affect the home Self-extension invest devices with meaning and extend one’s identity into the home Capacity of home to be affected by the consumer Home-expansion envelope or absorb the inhabitants’ resources, perspectives and identities into the home’s identity Home- Initiated Interaction Capacity of consumer to be affected by the home Self-expansion envelope the home’s resources, perspectives and identity into one’s self Capacity of the home to affect the consumer Home-extension give more meaning to consumers’ behaviors in the home
- 36. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 36 Framework For Consumer Experience Consumer Smart Home Consumer Experience of the Smart Home Home-Expansion Capacities Self-Extension Capacities Interaction Home-Extension Capacities Self-Expansion Capacities
- 37. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 37 Anthropomorphism: A Key Mediating Emergent Experience Self-Extension Process Self-Expansion Process Home-Expansion Capacities Home-Extension Capacities Self-Expansion Capacities Self-Extension Capacities Home has the capacity to affect the consumer through ambient interaction. Anthropomorphic experience: Home as my robot partner Autonomous. Hedonic objectives. Sociality motivations. Consumer has the capacity to affect the home through direct interaction. Anthropomorphic experience: Home as cyborg appendage of me Long finger. Instrumental objectives. Effectance motivations.
- 38. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 38 The Value of the Assemblage Theory Approach Shows that multiple research methods ranging from qualitative to quantitative will be needed to understand consumer experience in the IoT. Provides fundamental insight into the nature of interaction in the IoT. Highlights the importance and evolution of changes over time. Emphasizes emergent experiences and identity and the processes that underlie them.
- 39. © Hoffman andNovak 2015 | http://postsocial.gwu.edu 39