I was interview by Rick Barrett from Milwaukee Journal Sentinel on an article about privacy concerns over AT&Ts new GigaPower broadband service.
The Meaning of Shopping Experiences Augmented by Mobile Internet Devices
Abstract
The present study is a qualitative investigation of the lived experiences of shoppers who incorporate mobile Internet devices (MIDs) into shopping activities. Shoppers were found to utilize MIDs as tools to assist with shopping management and social management behaviors, which combined to provide hedonic shopping experiences with emotional benefit to the shopper. A framework is presented that describes extrinsic (product information, trust, and economics) and intrinsic (security and empowerment) motivators.
Spaid, B. I., & Flint, D. J. (2014). The meaning of shopping experiences augmented by mobile internet devices. Journal of Marketing Theory and Practice, 22(1), 73-90.
Exploring the Consequences of Shopper-Facing Technologies: Their Effect On Shopper Experiences and Shopping Outcomes
Abstract
Just as technology has influenced nearly every facet of the modern consumer’s life, it is also significantly changing how those consumers shop and how it influences their purchase decisions. Understanding how technology impacts these shoppers within the retail environmentis crucial for retail managers who are expected to deploy and manage these sources ofcontinuous change.
The purpose of this dissertation is to explore the phenomenon of shoppers experiencingtechnology in the retail environment. Specifically, our primary goal is to understand how shopper-facing technologies impact shoppers’ experiences and behaviors and subsequently affect outcome variables that matter to retailers. To that end, this dissertationincludes two studies, anethnography and survey, each with specific objectives designed to illuminate an increasinglycommon, yet under-researched phenomenon.
The first study is an ethnography of shoppers in an office supply retailer context. In thisstudy we explored emergent themes of shopper-facing technology use and how they affectedshopper behaviors, perceptions, and strategies. A service channel decision tree was developed to explain the series of technology use decisions that shoppers made as they negotiated the shopping task and a framework of retail technology experience was created to explain the phenomenon, its consequences, the shopper dispositional traits that impact those consequences, and the strategies that shoppers employ as a result.
The second study is a survey of shoppers designed to test a model of technology-induced shopper ambivalence. Measures were developed and tested from technology paradox theory toexpose how technology engagement and technology readiness are associated with technology-viiinduced shopper ambivalence and how this ambivalence drives surprising changes to hedonicand utilitarian shopping values.
Contributions to theory, managerial implications, and future research opportunities arediscussed within each study and a convergence of findings provides insights across both studie
Spaid, B. I. (2014). Exploring the Consequences of Shopper-Facing Technologies: Their Effect On Shopper Experiences and Shopping Outcomes (Doctoral Dissertation).
Profiting from Our Past: Evoking Nostalgia in the Retail Environment
Abstract
A conceptual typology of nostalgia triggering product and experiential variables in the retail environment is presented. Place, promotion, price, and product triggers are identified and indexical and iconic authenticity are used to explain their potential impact. Nostalgic products are distinguished by the combination of historical or modern qualities of brand, brand identity, and product performance. Managerial implications and future research directions are provided.
Spaid, B. I. (2013). Profiting from our past: evoking nostalgia in the retail environment. The International Review of Retail, Distribution and Consumer Research, 23(4), 418-439.
Service failure and recovery in using technology-based self-service: effects on user attributions and satisfaction
Abstract
This study examines service failure and recovery in using technology-based self-service (TBSS) systems to determine the effects of a variety of relevant factors on negative customer/user attributions to the service provider, to employees who try to help in recovery, and to the technology itself, as well as the effects on customer/user satisfaction with the failure/recovery experience. The findings show that immediate recovery of TBSS failures reduces negative attributions and increases customer/user satisfaction with the experience, as does a low-anxiety environment around the kiosk. Technology error (as opposed to user error) decreases user satisfaction. Employee assistance decreases negative attributions to the employee but increases negative attribution to the technology. Some interactions were found among the experimental factors that are also meaningful.
Dabholkar, P. A., & Spaid, B. I. (2012). Service failure and recovery in using technology-based self-service: effects on user attributions and satisfaction. The Service Industries Journal, 32(9), 1415-1432.