Duus, R; Cooray, M; Page, N; (2017) Agentic Technology: The Impact of Activity Trackers on User Behavior. In: Stieler, M, (ed.) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. (pp. pp. 315-322). Springer: Cham.

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Abstract

Technology influences consumers’ consumption habits (Verma et al. 2015) and construction of identities (Cluley and Brown 2015). This research focuses specifically on the wearable activity tracker, Fitbit, and explores how it not only drives change but also becomes an active participant in consumers’ everyday lives. Four themes are presented: health-related behavioral change, impact on self-satisfaction, technology-governed goal-driven behaviors, and technology dependency and embodiment. We conclude that when consumers actively track and monitor their quantified selves, the technology takes on an agentic role and demands consumers’ trust and reliance in exchange for gratification, access to performance data, and a happier, more satisfied, state of mind.

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