Dynamic evolution and transformative trends in the consumer market: a technology paradox perspective
Dynamic evolution and transformative trends in the consumer market: a technology paradox perspective
The consumer market is defined by tensions arising from the clash between technological advancement and consumer psychology. Current research lacks a unifying framework to explain these contradictions. Addressing this gap, we introduce a conceptual model based on technology paradox theory, which maps the dynamic process from antecedents (technological/psycho-cultural forces) to consumer outcomes, via core tensions (e.g., personalization vs. privacy) and coping strategies. We synthesize eight transformative trends through this lens, moving beyond description to reveal underlying psychological mechanisms. Next, by dissecting these paradoxes, we propose a precise, model-driven research agenda to guide future scholarship. Finally, we provide managers with a roadmap to identify key consumer market tensions and offer three specific strategies: ethical AI design & transparent data practices, authentic inclusivity, and sustainable innovation to build trust, and navigate the inherent paradoxes of the modern market.
technology paradox, artificial intelligence (AI), consumer well‐being
Jayawardhena, Chanaka
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Liu, Hongfei
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Ranaweera, Chatura
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Senyo, P.K.
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Jayawardhena, Chanaka
1e0b9a71-5493-43e0-ba57-2496f6b3d790
Liu, Hongfei
7d65edcf-20c9-452a-83c2-8b545b12f68c
Ranaweera, Chatura
cadd6b18-aff7-4c69-b31f-09214dfd7444
Senyo, P.K.
a997594f-9a9f-411a-a097-bac972452c6f
Jayawardhena, Chanaka, Liu, Hongfei, Ranaweera, Chatura and Senyo, P.K.
(2026)
Dynamic evolution and transformative trends in the consumer market: a technology paradox perspective.
Psychology and Marketing.
(doi:10.1002/mar.70114).
Abstract
The consumer market is defined by tensions arising from the clash between technological advancement and consumer psychology. Current research lacks a unifying framework to explain these contradictions. Addressing this gap, we introduce a conceptual model based on technology paradox theory, which maps the dynamic process from antecedents (technological/psycho-cultural forces) to consumer outcomes, via core tensions (e.g., personalization vs. privacy) and coping strategies. We synthesize eight transformative trends through this lens, moving beyond description to reveal underlying psychological mechanisms. Next, by dissecting these paradoxes, we propose a precise, model-driven research agenda to guide future scholarship. Finally, we provide managers with a roadmap to identify key consumer market tensions and offer three specific strategies: ethical AI design & transparent data practices, authentic inclusivity, and sustainable innovation to build trust, and navigate the inherent paradoxes of the modern market.
Text
Psychology and Marketing - 2026 - Jayawardhena - Dynamic Evolution and Transformative Trends in the Consumer Market A
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Accepted/In Press date: 28 January 2026
e-pub ahead of print date: 31 January 2026
Keywords:
technology paradox, artificial intelligence (AI), consumer well‐being
Identifiers
Local EPrints ID: 510176
URI: http://eprints.soton.ac.uk/id/eprint/510176
ISSN: 0742-6046
PURE UUID: 354d298f-1f57-42b0-8e3b-5036dc118b4f
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Date deposited: 19 Mar 2026 17:46
Last modified: 20 Mar 2026 03:00
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Contributors
Author:
Chanaka Jayawardhena
Author:
Chatura Ranaweera
Author:
P.K. Senyo
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