Technology distraction in Generation Z: The effects on consumer responses, sensory overload, and discomfort

Drawing on social cognitive theory, this study examines the effects of technology distraction on consumers’ responses, sensory overload, and discomfort. Its three objectives are: (i) to explore the effects of technology distraction on three types of consumer responses, i.e. cognitive, affective, and behavioural responses; (ii) to explore the effects of technology distraction on sensory overload; and (iii) to explore the effects of technology distraction on discomfort. To achieve these objectives, two qualitative studies were carried out. In Study 1, 25 semi-structured interviews were conducted with members of Generation Z in London, UK. Its purpose was to devise a model based on the objectives. In Study 2, 12 practitioners and academics specialising in technology-related disciplines were consulted to explore the practical utility of the model. Thematic analysis by means of NVivo 12 was carried out. The findings confirm all the objectives were achieved based on social cognitive theory, with a few additional suggestions collected from Study 2. The main implications for researchers and technology firms are provided, along with the study’s limitations and possibilities for future research.