I Am What do I Consume? Smartphones and the Extended Self to the Light of Technological Paradoxes

• Autor(a) principal: Marchezan Colatto Martins, Valquíria
• Data de Publicação: 2018
• Outros Autores: Rovedder de Oliveira, Marta Olivia, Benedetti Corso, Kathiane
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12223
• topic: Extended Self. Technological Paradoxes. Smartphone.; Self Estendido. Paradoxos Tecnológicos. Smartphone.

Purpose: Investigate the involvement of users with respect to the possession of smartphone and check whether it represents an extension of the self of its user. We also sought to identify the paradoxical perceptions regarding this mobile technology. Method: The research was based on a qualitative methodology, with the conducting in-depth interviews with 12 users, using the technique of content analysis. Results: It was verified that certain smartphone users have strong emotional attachment to your device, considering it as an extension of your own identity. Were also highlighted four technological paradoxes in the behavior of use: Dependency x independence, Observed by discomfort in the absence of the appliance and at the same time the mobility that the smartphone delivers bringing greater independence; Autonomy x addiction; Satisfaction x Creation of needs; New x obsolete. Theoretical contributions: This research opens lines of research covering aspects linked to areas of consumer behavior and information systems regarding the use of smartphones. Originality / relevance: Due to the fact of the smartphones being considered a recent technology, the relationship about self extended on the use of the smartphone still was slightly raised, both in national and international literature. This research is based on an integrated vision of consumer behavior, psychology and information systems. The propositions of this study assume that the Blackberry smartphone can be considered an extension of the identity of the user, due to the degree of involvement between both and, as a result of this involvement, can emerge paradoxes technology, i.e., the opposing perceptions about the use of the smartphone.