Mapping Out Marketing

ENTRY #7     What are consumers’ interactions with the Internet of Things and how does it affect marketing?

Donna L. Hoffman

Louis Rosenfeld Distinguished Professor of Marketing, The George Washington University School of Business and the GW Center for the Connected Consumer

The consumer Internet of Things (IoT) has the potential to revolutionize consumer experience. Recent research has developed a framework for evaluating how consumers are likely to experience their interactions with smart devices. One finding from this research is that four specific types of consumer experience are likely to emerge during consumers’ interactions with smart ...