Technology Comes to Shape us. Let’s Act on it!

It’s obvious that we have been using technology for centuries to shape our lives. But in order for a brand to succeed, it is at least as important to understand that the opposite happens just as well. As philosopher Alva Noe states: "Technologies organize our lives in a way that makes it impossible to imagine this life in their absence, they make us who we are."

The printing press, for example, moved us from an oral tradition to one in which stories are shared and knowledge is stored individually. This ushered in an era of individualisation. The telescope replaced the idea of man as the center of a God-dictated universe by the thought that our lives are determined by mathematical laws of nature. And clocks standardised the way we organise our lives and introduced the need for personal success and productivity.

To understand today's consumer decision-making, understanding how modern technologies shape us is of great importance. During the MIE lecture: Technology comes to shape us. Let's act on it! consumer researcher and behavioural scientist Colin Strong discusses several examples of modern technologies that shape our expectations and shares his thoughts on how marketers and market researchers, should respond to this.

Would you like to know more? Read Colin Strongs paper on Facta+.

The author(s)

  • Colin Strong
    Global Lead of Behavioural Science, Global Science Organisation, UK

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