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The purpose of this article is to bring the technology addiction (TA) discussion into the realm of consumer research and to sensitize researchers, policy makers and practitioners to the idea that TA poses a real threat to consumer welfare. The extant literature on consumer pathological use of various technologies is reviewed to support the necessity of adopting technology in general as a unit of analysis. Evidence from a qualitative study suggests that TA is a behavioral addiction and that the object of addiction is not the technology itself but rather the cumulative experience it affords.

Technology is one of the most important symbols of advancement and has been reshaping the fabric of society for generations. While normal use of technology will improve and enrich the consumer’s life, overuse and abuse of technology can lead to addiction and have a long-lasting negative impact on consumer welfare. Yet, the adverse impact of technology on consumer welfare is a greatly underresearched area. The purpose of this article is to introduce technology addiction (TA) to consumer researchers as well as policy makers and practitioners so that it may begin to be viewed more seriously.