Anxious or free: Ambivalence towards digital disconnection in consumption settings

Yiwei Zhang*, Kirsten Cowan, Ben Marder

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract / Description of output

Despite the increasing popularity and significance of digital disconnection, the understanding of this phenomenon in the marketing literature is insufficient. Furthermore, consumers may feel relaxed and free when they are digitally disconnected from their day-to-day social settings (Cai et al., 2020); however, anxiety and worry might be aroused when familiar techinputs and familiar online-worlds are absent (Thomas et al., 2016; Ytre-Arne et al., 2020). Hence, this research aims to advance marketing literature on digital disconnection by clarifying contradictory findings of previous studies. Specifically, adopting an interpretive paradigm, this research sets out to explore this ambivalence towards digital disconnection in consumption settings by answering two research questions: (i) How does the ambivalence towards digital disconnection come into being? (ii) Why are consumers ambivalent about digital disconnection?
Original languageEnglish
Title of host publication2022 AMA Winter Academic Conference
Subtitle of host publicationReconnecting and Reconceiving the Marketplace
EditorsAshlee Humphreys, Grant Packard, Katrijn Gielens
PublisherAmerican Marketing Association
ISBN (Electronic)9780877570127
Publication statusPublished - 26 May 2022

Keywords / Materials (for Non-textual outputs)

  • digital marketing
  • digital disconnection
  • digital connection
  • ambivalence


Dive into the research topics of 'Anxious or free: Ambivalence towards digital disconnection in consumption settings'. Together they form a unique fingerprint.

Cite this