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The purpose of this study is to draws on self-determination and self-evaluation theories to examine the psychological factors impacted by augmented reality (AR) services, an augmented reality try-on system. This study highlights three characteristics of modality, synchronous sense or ownership and re-processability within an AR try-on experiences as well as the moderating effects of consumers’ body surveillance and fashion consciousness.

Using a scenario survey approach, this study designs characteristics of an AR try-on system to examine the research model and the hypotheses. A total of 207 responses are collected and analysed using the SmartPLS 3 statistical software.

The results show that modality, synchronous sense of ownership control and re-processability of AR try-on system positively affect consumer’s rapport experience. Both body surveillance and fashion consciousness significantly moderate the effects of AR try-on service system characteristics on consumer rapport experience.

This study highlights the importance of understanding the implications of the evolution of cyborg consumerism where consumer technology interface systems such as AR, as a source of technologically mediated modality, become part of the consumer’s body, an extension of their body if you will.

Based on the study findings, marketing managers can understand how to better use AR to implement digital promotional strategies for various body-involvement products.

Using immersive technologies, this study shows that AR allows a consumer see an authentic self and tangible extension of their physical self in an online shopping setting, thus enhancing a consumer’s online shopping experience.

Purpose: As biomedicine grants technology and quantification privileged roles in our cultural constructions of health, media and technology play an increasingly important role in mediating our everyday experiences of our bodies and may contribute to the reproduction of gendered norms.

Design: This study draws from a broad variety of disciplines to contextualize and interpret contemporary trends in self-quantification, focusing on metrics for health and fitness. I will also draw from psychology and feminist scholarship on objectification and body-surveillance.

Findings: I interpret body-tracking tools as biomedical technologies of self-surveillance that facilitate and encourage control of human bodies, while solidifying demands for standardization around neoliberal values of enhancement and optimization. I also argue that body-tracking devices reinforce and normalize the scrutiny of human bodies in ways that may reproduce and advance longstanding gender disparities in detriment of women.

Implications: A responsible conceptualization, design, implementation, and usage of health-tracking technologies requires us to recognize and better understand how technologies with widely touted benefits also have the potential to reinforce and extend inequalities, alter subjective experiences and produce damaging outcomes, especially among certain groups. I conclude by proposing some alternatives for devising technologies or encouraging practices that are sensitive to these differences and acknowledge the validity of alternative values.

Police technology fundamentally shapes the police role, and the adoption of technology is even linked to the success of police reforms. Police adoption of emerging technological tools changes the way police interact with citizens. The change in police citizen interactions can then have serious implications for the social control that police have over citizens, the civil liberties citizens enjoy, police accountability, and the legitimacy that the police hold in contemporary American society.

While technology impacts these critical issues in policing, not all technology adopted by the police is likely to influence their relationship with the public. As such, this chapter closely examines the ways that several emerging technologies adopted by the police (i.e., body-worn cameras (BWC), aerial surveillance, visual surveillance, social media, mapping and crime prediction, and less lethal force technology) impact issues related to social control, accountability, and legitimacy. The current literature seems to indicate that some innovations such as BWCs enhance police accountability and legitimacy, and also expand social control. Other technologies such as aerial surveillance and conducted energy devices increase social control, and display a complicated or unclear influence over police legitimacy.

Purpose – Using Foucault's concepts of biopolitics and governmentality along with sociological constructions of risk, this chapter asks, “What definitions and procedures have states used in their legislation about FAS to justify state intervention? What are the social and policy implications?”

Methodology/approach – Qualitative content analysis of state legislation enacted into law.

Findings – Against a backdrop of child abuse which justifies intervention, states use different techniques of biopolitics to secure governance over pregnant women and their developing fetuses, including (a) a social history of prenatal alcohol consumption; (b) a diagnosis of FAS in the child; and/or (c) a visible or measurable physiological characteristic of the newborn/child associated with FAS.

Social implications – This chapter extends the analysis of alcohol consumption by pregnant women to a policy level and examines central questions about the government's role in the biopolitical framing of prenatal alcohol use and the differential assignment of risk and responsibility.

Originality/value of chapter – This chapter contributes to work on maternal–fetal conflict, risk, and governmentality in women's reproductive health.

The authors report on research with women managers, documenting their strategies in response to gendered and sexualised working life. The paper aims to offer a conceptual framework and suggest ways in which employing organisations and workers might recognise and address the myriad forms of discrimination.

A qualitative design was pursued with 15 one-to-one interviews and two focus groups involving 12 women managers aged from their 30s to 60s. Data were collected in Finland. Women were recruited through business networks. Participants worked in a range of private sector and voluntary sector organisations.

Finland is a country which enjoys an international reputation for gender equality, but across the data, women recounted numerous examples of how they navigate working life to manage sexualised and discriminatory encounters and comments. Women reported feeling under constant surveillance for their looks, dress and behaviours in and outside the workplace. Further, ageing brought with it challenges to remain energetic and youthful and enhance the image of the organisation.

Although a considerable body of research exists on (gendered) aesthetic labour at work in service and hospitality work, there are limited data on this in business and middle management. With an ageing workforce, and women continuing to encounter pressures with their physical appearance, behaviours and dress, they continually develop ways to negotiate their careers. The authors propose the concept of “MyManagement” as a self-technology to denote the ways how women manage workplace relationships, working life and career development as organisational practices remain gendered.

Addressing stigmatized identity threat cues customers experience, this study aimed to uncover the effects of frontline employees' ethnic and body-size diversity which lead to customer self-objectification and negative store attitude.

The researchers conducted two studies: Study 1 utilized a one-way ANOVA and a PROCESS mediation model to test the effect of Western beauty-ideal stereotypes on stigmatized identity threat and self-objectification. Study 2 utilized a 2 × 2 experimental design to examine the effects of body-size diversity and ethnic diversity on perceived warmth of sales associates and store attitude.

Results demonstrate that retail store environments which present Western beauty-ideal stereotypes among sales associates cultivate higher levels of stigmatized identity threat cues with their customers, which leads to self-objectification. Also, our findings demonstrated that a lack of ethnic and body-size diversity (i.e. thin and White) among sales associates decreased the perceived sales associate warmth and in turn lowered store attitude.

Participants of the first study were limited by the White participants. The implications highlight the integral need for retailers to hire sales associates who fall outside the parameters of typical Western beauty standards because today's customers desire inclusive brands who do not discriminate based on ethnicity, body size and other characteristics.

This research utilized social identity theory to uncover the effect of retail sales associate stereotype on customer perception of employees, which has not to our knowledge been previously studied.

Explores the extent of employee surveillance in the western world and queries why the USA uses surveillance measures to a greater extent than other developed nations. Suggests that American managers choose surveillance methods which include the control of workers’ bodies in the production process. Lists the batteries of tests and monitoring to which US employees can now be subjected – including searching employee computer files, voice/e‐mail, monitoring telephone calls, drug tests, alcohol tests, criminal record checks, lie detector and handwriting tests. Notes also the companies which are opposed to worker and consumer privacy rights. Pinpoints the use of surveillance as a means to ensure that employees do not withold production. Reports that employees dislike monitoring and that it may adversely affect their performance and productivity. Argues that Americans like to address complex social problems with technological means, there are no data protection laws in the USA, and that these two factors, combined with the “employment‐at‐will” doctrine, have all contributed to make it possible (and easy) for employers to use technological surveillance of their workforce. Outlines some of the ways employers insist on the purification of workers’ bodies.