'I am the master of my fate': Digital technology paradoxes and the coping strategies of older consumers

Citation

Wilson-Nash C & Tinson J (2022) 'I am the master of my fate': Digital technology paradoxes and the coping strategies of older consumers. Journal of Marketing Management, 38 (3-4), pp. 248-278. https://doi.org/10.1080/0267257X.2021.1945662

Abstract
The UK Government and charity-based initiatives encourage the use of digital devices to improve connectivity and address health care challenges across an escalating, ageing population. However, research on the lived experiences of older adults using technology is limited. The aim of this study is to build on technology paradox theory to provide a greater understanding of older adults’ use of digital devices and the associated coping strategies that are adopted. A qualitative approach, employing event-based diaries, reveals functional, social and psychological paradoxes as well as influences on self-worth. The findings also identify how older adults adapt to the challenges of such technology paradoxes by developing novel coping strategies such as, adjusting and acceptance. Furthermore, implications for policy and practice are established.

Keywords
older adults; digital technology; technology paradoxes; coping strategies; successful ageing

Journal
Journal of Marketing Management: Volume 38, Issue 3-4

People

Professor Julie Tinson

Professor of Marketing, Marketing & Retail

Dr Carolyn Wilson-Nash

Lecturer in Marketing & Retail, Marketing & Retail