Generation Z’s psychology and new-age technologies: Implications for future research

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Generation Z (Gen Z), also known as digital natives, constitutes one-third of the world’ population. Despite notable contributions and progress explaining Gen Z’s behavior, significant gaps remain in our understanding of digital natives, their interactions with new-age technologies and how these technologies can be utilized to provide a better quality of life for this group of consumers. In this review article, we provide a background on Gen Z’s consumer psychology and interactions with new-age technologies, followed by an overview of the articles published in our special section. Finally, we suggest new areas for future research on Gen Z’s consumer psychology and interactions with new-age technologies. Specifically, we propose four main themes for future research in this area: (1) Gen Z and new-age technologies, specifically generative artificial intelligence (AI), quantum computing, the metaverse, virtual influencers, and live streaming; (2) Gen Z consumers and global issues, specifically economic and social issues, sustainability and environmental issues, and health and wellbeing; (3) combining theories, concepts and disciplines to understand Gen Z and new-age technologies; and (4) new methods and forms of collaboration.
Original languageEnglish
Pages (from-to)2029-2040
Number of pages12
JournalPsychology & Marketing
Issue number10
Early online date15 Aug 2023
Publication statusE-pub ahead of print - 15 Aug 2023

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