The Dark Side of Mobile Phones

Angela Dobele, RMIT University
Michael Beverland, University of Bath
The ubiquitous mobile phone has changed the way people communicate, interact, play and work. The mobile phone is a tool which has opened a channel for easy exchange of information and has evolved into a means by which consumers manage their identities. Connectivity is empowering but it can also be overwhelming. Past research on mobile phones has focused on tasks and functions, rather than people and behaviors. In-depth interviews with 17 mobile phone users illustrated measurable mobile identities were created by informants. Yet, the dark side of these relationships is seen in their experiences of increasing pressure of slavish empowerment, maintaining constant availability and connectivity, and the stresses caused by responding to presence and co-presence. Our conclusions present the implications for understanding addictive consumption. The consumer emotional appraisals arising from m-marketing are also noted. Possible future research is presented.
[ to cite ]:
Angela Dobele and Michael Beverland (2012) ,"The Dark Side of Mobile Phones", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , Duluth, MN : Association for Consumer Research, Pages: 188-193.