The short video below presents two extreme cases of attitudes towards using wearables. On the one hand, we have Thomas who monitors multiple aspects of his daily life, from food intake to movement, and even built a wearable to track his sneezes. On the other hand, we have Emma, who firmly rejects using wearables even if it means foregoing discounts or other benefits.
The interesting thing is that the reason why Thomas is a devout user of wearables is exactly the same reason why Emma rejects these products. And that reason is…
… control.
Isn’t it interesting that the same underlying psychological need should lead to opposite attitudes towards this product, and different behaviours?
Ana Canhoto 