TY  - JOUR
AB  - Purpose Practitioners need to understand how households will engage with connected-home technologies or risk the failure of these innovations. Current theory does not offer sufficient explanation for how households will engage; hence, this paper aims to address an important gap by examining how households set “rules of engagement” for connected-home technologies in the context of electricity use and monitoring.Design/methodology/approach A review of the extant psychology, technology and engagement literature is conducted and yields two research questions for exploration. The research questions are addressed via 43 in-depth household interviews. Analysis includes thematic analysis and computerized text analysis.Findings The results include a typology of technology engagement (the “PIP typology”) and discuss three main roles for technology in assisting households: intern, assistant and manager. Key contributions are as follows: consumers in household settings may experience “compromised engagement” where the perceived middle option is selected even if no-one selected that option originally; households open to using connected-home technologies are often taking advantage of their ability to “delegate” engagement to technology, and because consumers humanize technology, they also expect technology to follow social roles and boundaries.Research limitations/implications Future research may examine the PIP typology quantitatively and/or in different contexts and would benefit from a longitudinal study to examine how household technology engagement evolves. Four research propositions are provided, which may form the basis for future research.Practical implications Recommendations for practitioners are presented regarding the benefits of keeping consumers at the heart of connected-home technology goods and services. Specific design principles are provided.Originality/value This paper fulfills the need to understand how households will engage with connected-home technologies and the roles this technology may fulfill in the complex household service system.
VL  - 53
IS  - 9
SN  - 0309-0566
DO  - 10.1108/EJM-10-2017-0759
UR  - https://doi.org/10.1108/EJM-10-2017-0759
AU  - Letheren Kate
AU  - Russell-Bennett Rebekah
AU  - Mulcahy Rory Francis
AU  - McAndrew Ryan
PY  - 2019
Y1  - 2019/01/01
TI  - Rules of (household) engagement: technology as manager, assistant and intern
T2  - European Journal of Marketing
PB  - Emerald Publishing Limited
SP  - 1934
EP  - 1961
Y2  - 2024/04/26
ER  -