Understanding Consumer Psychology for the Use of Fitness Trackers and Smartwatches

Wearable technologies are making inroads into the life and work of individuals. Growing awareness about health and quality of life in the midst of complexities, work pressures and hectic schedules, is leading individuals for taking appropriate measures to maintain a healthy lifestyle. Fitness trackers and smart watches are some of the commonly used wearable technologies to reflect the social status and monitor various health related parameters by the people. The present study was aimed at investigating into the motivators and demotivators for use of fitness trackers and smart watches. The findings reveal important insights into the factors responsible for its perceived benefits which serve as motivators along with the factors determining perceived risks which serve as demotivators for the use of these devices. The study provides implications for marketing professionals for understanding the psychology of users of fitness trackers and smartwatches, and designing effective marketing strategies.