From homo sapiens to homo superior? Wearable robotics as the platform for transhumanist marketing

Martin Mende; Stephanie M. Noble; Thomas Sugar

doi:10.1007/s11747-023-00949-z

From homo sapiens to homo superior? Wearable robotics as the platform for transhumanist marketing

Martin Mende, Stephanie M. Noble, Thomas Sugar

Research output: Contribution to journal › Comment/debate › peer-review

3 Scopus citations

Abstract

This commentary merges perspectives from robotics engineering with marketing to achieve two goals: First, the commentary briefly illustrates how wearable robotics are likely to affect the entire marketing value chain and its connections to customer experiences, and it points to some substantive research implications for marketers. Second, the commentary then broadens its analytical lens and proposes ‘transhumanist marketing’ as a fruitful and overarching conceptual foundation for future research related to wearable robotics.

Original language	English (US)
Pages (from-to)	757-766
Number of pages	10
Journal	Journal of the Academy of Marketing Science
Volume	51
Issue number	4
DOIs	https://doi.org/10.1007/s11747-023-00949-z
State	Published - Jul 2023
Externally published	Yes

Keywords

Robots
Transhumanism
Transhumanist marketing
Wearables

ASJC Scopus subject areas

Business and International Management
Economics and Econometrics
Marketing

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10.1007/s11747-023-00949-z

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title = "From homo sapiens to homo superior? Wearable robotics as the platform for transhumanist marketing",

abstract = "This commentary merges perspectives from robotics engineering with marketing to achieve two goals: First, the commentary briefly illustrates how wearable robotics are likely to affect the entire marketing value chain and its connections to customer experiences, and it points to some substantive research implications for marketers. Second, the commentary then broadens its analytical lens and proposes {\textquoteleft}transhumanist marketing{\textquoteright} as a fruitful and overarching conceptual foundation for future research related to wearable robotics.",

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AU - Sugar, Thomas

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AB - This commentary merges perspectives from robotics engineering with marketing to achieve two goals: First, the commentary briefly illustrates how wearable robotics are likely to affect the entire marketing value chain and its connections to customer experiences, and it points to some substantive research implications for marketers. Second, the commentary then broadens its analytical lens and proposes ‘transhumanist marketing’ as a fruitful and overarching conceptual foundation for future research related to wearable robotics.

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KW - Transhumanism

KW - Transhumanist marketing

KW - Wearables

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From homo sapiens to homo superior? Wearable robotics as the platform for transhumanist marketing

Abstract

Keywords

ASJC Scopus subject areas

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