What are consumers’ interactions with the Internet of Things and how does it affect marketing?

The consumer Internet of Things (IoT) has the potential to revolutionize consumer experience. Research has developed a framework for evaluating how consumers are likely to experience their interactions with smart devices. One unique aspect of the emerging research is the idea that in order to fully understand the kinds of experiences that are likely to emerge for consumers in the IoT, people should recognize that smart devices are also likely to have their own emergent enabling and constraining experiences. There are a number of implications of the concepts for consumer research. People can view a smart device as an "intelligent agent" which itself is a consumer that can be understood and marketed to directly. A particularly interesting aspect of this perspective is how smart device experience might be perceived by consumers. The consumer IoT is beginning to revolutionize consumption and consumer experience in a broad and growing range of consumer-facing categories.