Exploring technological paradoxes : understanding the unexpected behavior of aficionados.

• Main Authors: Looi, Hui Yi., Chua, Wendy Shi Hui., Toh, Junling.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Social
• Online Access: http://hdl.handle.net/10356/51393
• Institution: Nanyang Technological University

The paper is organized as follows: Firstly, we provided a brief introduction to set the context for our discussion. Following that, we defined our managerial problem and explained its relevance in the current consumer consumption context. We then moved on to conduct a thorough review on existing literature and attempted to offer various perspectives of our managerial problem. Next, we addressed the limitations of current research and proceeded to discuss other consumer research theories that are more applicable to our research topic. We then introduced Costly Signaling Theory (CST) and highlighted its importance throughout our research. To investigate deeper into our managerial problem, we conducted a Netnographic research which aims to discuss the potential applications of CST. After identifying distinctive trends that can potentially explain our managerial problem, we delved into analyzing the different trends and the consumer behavior behind them. Lastly, we concluded by addressing our research limitations and discussing the managerial implications that may be of use to firms in their New Product Development (NPD).