ABSTRACT The consumer market is defined by tensions arising from the clash between technological advancement and consumer psychology. Current research lacks a unifying framework to explain these contradictions. Addressing this gap, we introduce a conceptual model based on technology paradox theory, which maps the dynamic process from antecedents (technological/psycho‐cultural forces) to consumer outcomes, via core tensions (e.g., personalization vs. privacy) and coping strategies. We synthesize eight transformative trends through this lens, moving beyond description to reveal underlying psychological mechanisms. Next, by dissecting these paradoxes, we propose a precise, model‐driven research agenda to guide future scholarship. Finally, we provide managers with a roadmap to identify key consumer market tensions and offer three specific strategies: ethical AI design & transparent data practices , authentic inclusivity , and sustainable innovation to build trust, and navigate the inherent paradoxes of the modern market.
Jayawardhena et al. (Sat,) studied this question.
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