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

Martin Mende, Stephanie Noble, Thomas Sugar

Research output: Contribution to journalComment/debatepeer-review

1 Citation (SciVal)

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 languageEnglish
Pages (from-to)757-766
Number of pages10
JournalJournal of the Academy of Marketing Science
Volume51
Issue number4
DOIs
Publication statusPublished - 31 Jul 2023

Keywords

  • Robots
  • Transhumanism
  • Transhumanist marketing
  • Wearables

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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