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Summary Exam Preparation for Consumer, Technology and Innovation (YSS31806)

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I used this for preparing my exam of YSS31806 and completed it in one go! Good luck studying!

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  • 18 april 2023
  • 17
  • 2022/2023
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EXAM Preparation
YSS-31806

WEEK 1

LECTURE 1 – PSYCHOLOGY/SOCIOLOGY
Introduction Lecture

Learning Objectives
- Explain the use of consumer technology on different levels (e.g. societal level,
household level, individual level);
- Explain the dynamics behind differences in the adoption of consumer technologies
and innovations;
- Explain how consumer technology and innovation can influence societal dynamics;
- Analyse the interaction between human and material factors in consumer technology
use to steer innovation;
- Evaluate effect of consumer technology and innovation on health, food security, and
sustainability using different theoretical accounts;
- Design and execute a research from a consumer perspective, investigating a societal
relevant consumer technology or innovation, combining multiple theoretical
accounts.


SOCIOLOGICAL PERSPECTIVE
Technology in sociology – Definition:
The application of knowledge, techniques, and tools to adapt and control physical
environments and material resources to satisfy wants and needs.

Technology can be caught in two perspectives
- Technological determinism
o Technology determines social change;
o Determining our future > e.g., the invention of the wheel revolutionized
human mobility, allowing people to travel larger distances.
- Social constructivism of technology
o Society changes technology / human action shapes technology;
o Embedded in social context

PSYCHOLOGICAL PERSPECTIVE
In this perspective the individual is central.

Two types of behavior (of an individual I guess):
- Over behavior: behavior that is easily and directly observable.
o Including physical actions, facial expressions and gestures > e.g., running,
smiling, eating.
- Covert behavior: behavior that cannot be directly observed or measured.

, o Focus on psychological processes > e.g., thinking, processing information,
retrieving memories, social norm perceptions, resistance.

Three generations of research questions
1) Is there and effect? i.e., does X affect or relate to Y?
2) Under what conditions does the effect occurs? When is there a relation between X
and Y?
3) What explains the effect (between X and Y)? How can we characterize the
psychological process(es) which mediate(s) the effect?


Today’s readings
CONSUMER ACCEPTANCE – Individual
Consumer acceptance of novel food technologies
- The article describes how heuristics and individual differences among consumers
influence consumer acceptance of agri-food technologies;
o Heuristics: mental shortcuts that enable us to substitute information that is
unavailable, or too hard to access, for a piece of readily available information
that is likely to yield accurate judgement.
 Affect heuristic
People associate with an object, or the associations elicited by an
object > ranging from positive feelings to negative feelings.
 Trust heuristic
People who rely on trust to evaluate a food technology use cues that
indicate trust in the source of information > consumers buying organic
cannot tell how these items are produced and whether their price is
justified.
 Natural-is-better-heuristic
Natural evokes positive emotions in Western countries > naturalness is
perceived as healthier, tastier and more sustainable.
o Individual differences: people differ in their preferences and values, resulting
in differences in consumer acceptance of agri-food technologies
 Food technology neophobia: a personality trait (=karaktereigenschap)
influencing consumers’ willingness to accept new food technologies.
 Disgust sensitivity: can be predicted by people’s tendency to
experience feelings of disgust when the food has cues that might
indicate pathogen presence or contamination

SOCIETAL ACCEPTANCE – Societal acceptance
No protein transition without societal acceptance
- Despite the protein transition, no major changes are evident on the plates of
consumers. It seems that consumers are adding protein to their diets, but hardly
replacing animal proteins.
- Many people are attached to meat and dairy > there is a problem with the
acceptance of alternative protein products.

- Practice-based societal acceptance: a shift in common food practices in society;

, - Ideology-based societal acceptance: addressing public resistance to meat reduction >
a shift towards broad public support
o Ideologies are socially shared systems of basic ideas that shape what people
think, say, and do. E.g., neoliberal ideas such as freedom of choice and
individual responsibility.
 Promotion of alternative protein can then be regarder as paternalistic,
meddling and patronizing. This may lead to public resistance.



LECTURE 2 – USER
User perspective and practices

Learning Objectives
- Understand the functioning of a household as a production and consumption system
with respect to technical and social elements from a user perspective.
- Understand the interaction between the different elements of the previous system
approach and the Practice theory.
- Understand the Practice theory in relation to technology and innovation.
- Relate the effects of the material processes in the household to innovation.

Interaction between user and technology > different levels: micro (individual), meso
(household), macro (society).

The Household
The household can be perceived as a dynamic and changing system, leading to strategies
and feedback loops to achieve a state of equilibrium.

Consumer-Technology Interaction Model

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