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Enchantment and perpetual desire: Theorizing disenchanted enchantment and technology adoption
Marketing Theory ( IF 3.476 ) Pub Date : 2020-10-01 , DOI: 10.1177/1470593120961461
Russell Belk 1 , Henri Weijo 2 , Robert V. Kozinets 3
Affiliation  

Dominant perspectives on technology adoption and consumption tend to be cognitive, instrumental, and individualistic. We offer a desire-centered, future-oriented, and culturally grounded alternative model called the Disenchanted Enchantment Model (DEM). Drawing on historical evidence and revised interpretations of theories of enchantment and disenchantment by Weber and Saler, we show that desire is at the heart of technology consumption’s enchantments, and how its fulfilment is temporary, skeptical, and ironic. We provide an important cultural counterbalance to models such as the Technology Acceptance Model, which replace wonder with reason. Instead we theorize the process that drives contemporary technology adoption as centering on desirous senses of wonderment and anticipation. We offer current and recent examples of the DEM process and discuss the implications this model holds for a new understanding of technology, consumption, desire, and broader consumer culture.



中文翻译:

附魔和永恒的欲望:分解附魔和技术采用的理论

关于技术采用和消费的主要观点往往是认知的,工具的和个人主义的。我们提供了一种以需求为中心,面向未来和具有文化底蕴的替代模型,称为分离结盟模型(DEM)。利用历史证据和韦伯和塞勒对附魔和附魔理论的修订解释,我们表明,欲望是技术消费附魔的核心,并且欲望的实现是暂时的,怀疑的和讽刺的。我们为诸如技术接受模型之类的模型提供了重要的文化平衡,​​这些模型用理性代替了奇迹。取而代之的是,我们将推动当代技术采用的过程理论化,将其集中在希望的奇观和期待感上。

更新日期:2020-10-01
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