Services Marketing – Technology Paradoxes Technology refers to artificial things and more particularly modern machines: artificial things that require engineering knowledge for their design and production. A paradox is a statement that appears self-contradictory. Although the paradox concept has been elaborated in different ways over the years, particularly outside the field of formal logic, it has always centered around the idea that polar opposite conditions can simultaneously exist.

Mick and Fournier (1998) have proposed a theory of technology adoption that focuses on consumers’ behaviors and attitudes once they have adopted a new technology. They posit that consumers can develop conflicting attitudes towards new technologies post-adoption. To explicate these conflicts they nominate eight paradoxes that consumers can experience when using new technologies: Eight central paradoxes of technological products:

1. Control/chaos Consumers are said to be more likely to experience feelings of control when technology allows them to dictate when, where, and how they conduct their activities. Technology is said to result in chaos when it hinders consumers’ activities and results in the individual sensing a loss of control. From computers to washing machines, technological products are often positioned as facilitating control and freedom of activities. Yet these same technologies can also breed the opposite conditions of upheaval and dependency. 2. Freedom/enslavement Consumers may experience freedom when the use of technology results in minimal restrictions and independence, whereas enslavement results when consumers’ activities are limited by a dependence on the technology and the limitations imposed by its use.

3. New/obsolete The new/obsolete paradox is likely to be experienced when continuous technological advancements constantly outmode existing technologies.

4. Competence/incompetence

When consumers can comprehend how to use particular technologies it evokes feelings of competence, whereas a lack of knowledge regarding the use of technologies can generate feelings of incompetence

5. Efficiency/inefficiency Efficiency results when activities are completed in less time and more effortlessly using technology, while inefficiency results when technology makes some tasks more challenging. Technology can both create and fulfill needs, such as when computers fulfill some needs but at the same time create other needs including the requirement to learn to use new software packages

6. Assimilation/Isolation Some technologies may result in feelings of assimilation/isolation. The use of technologies such as telephones can result in assimilation (greater interaction with others), while others, such as video games, can result in increased social isolation.

7. Engaging/disengaging Finally, technology is engaging when it allows consumers to complete certain activities without difficulty, thus providing a sense of flow. It can be disengaging when the use of technology means that these activities become boring and/or disorderly. According to Mick and Fournier, the most common paradox is likely to be the control/chaos paradox.