The dark side of consumer life in the age of virtual and mobile technology

Mohammadali Zolfagharian, University of Texas Rio Grande Valley
Atefeh Yazdanparast, University of Evansville

Abstract

This study extends the nascent stream of research that investigates the contributions of mobile and virtual technology to consumer misbehaviour and dark side of consumer life. Using a qualitative approach, the present research explores the nature of consumer–technology relationship, specifically virtual and mobile technology, at the level of lived experience. The findings reflect eight important facets of technology-related dark-side consumer behaviour that, in one way or another, cause harm to the individual user, other consumers or society at large. These themes showcase human entrapment in mobile and virtual technology. The findings have significant implications for marketing managers as well as consumer well-being.