Marketers' Social ICT Failures and 'Anti-Choice' : Illustration from Cellular Game Application

The social construction of technology in marketers' strategy ought to have a more profound role to play in unpacking quot;realquot; motivations and predicting engagement or anti-choice behavior with technology. Focus groups were conducted in London (UK) to illicit perceptions of both adopters and non-adopters of cellular games as an illustration of domesticated technology's social dimensions. It is confirmed that whilst ease of use and usefulness stay important; hyper-reality aspects, time detachment and stability, global reshaping of rituals, control-testing issues and projection mechanisms constructs are also perceived to be crucial determinants of active technology engagement. As secondary dynamics, pure marketing aspects such as pricing model, intellectual difficulties level and game category dimensions appear central in shaping possible (anti) choice. The contested nature of ubiquitous technology in practice, demonstrates marketer's obligation to adapt strategy and to take into account environmental social relational features. We argue for further use of social experience based differentiation, co-constructed by both users and non-users