Theoretical and Empirical Perspectives on the Psychology of Digital Natives and New-Age Technologies 

The deadline for submitting manuscripts for this Special Issue is December 29, 2021.


All manuscripts that address these and related themes will be considered by the Special Issue Guest Editors, Nisreen Ameen (This email address is being protected from spambots. You need JavaScript enabled to view it.), Sameer Hosany, and Babak Taheri. Please refer to Aims and Scope of the journal and follow the manuscript submission guidelines as detailed under “Instructions to Authors” on the Wiley Psychology & Marketing website ( Make sure to select the correct special issue in the drop-down menu when submitting your manuscript. Note in your cover letter that your manuscript is being submitted for publication consideration in the “Psychology of Digital Natives” Special Issue.


Generation Z are the first digital natives, born between 1997 and 2012 (Dimock, 2019). Comprising 40% of all consumers (Chamberlain, 2018), with a spending power totalling $143 billion in 2020, companies are competing to attract Generation Z (Davis, 2020). Retailers and brands are increasingly using new-age technologies (Ameen et al., 2020; Rauschnabel, 2018; Kumar, Ramachandran & Kumar, 2020) such as, artificial intelligence, augmented reality, virtual reality, wearable technology, robotics and biometrics to appeal to the technology savvy Generation Z segment. The existing body of research acknowledged that Generation Z are different from other generations in terms of their needs and preferences (Priporas, Stylos & Fotiadis, 2017). They are risk averse in terms of both their attitude and behaviour. Narcissism is also particularly prevalent among individuals in this young generation (Neave, Tzemou & Fastoso, 2020). The creative use of advanced technologies and high engagement with social media sharing are the norm for digital natives (Ameen et al., 2020; Barak, 2018; Dedeoglu et al., 2020). There is also an interest to combine old and new technologies in search of engaging experiences (Schiavone, 2013). Psychological/social concepts such as narcissism, self-esteem, self-image, peer influence, selfdisclosure, materialistic values, stress are highly relevant to understand digital natives. In addition, personality variables including extraversion/introversion, conscientiousness, tolerance of uncertainty, neuroticism, narcissism, anxiety, social enjoyment (Gentina & Rowe, 2020), and social variables such as loneliness and social support (Gentina & Chen, 2019) or theory of mind (Gentina, Yang, & Chen, 2020) can explain how digital natives interact with technology. Among digital natives, materialistic values compensate for unstable self-esteem and feelings of insecurity (Chaplin, Hill & John, 2014), and help to defend social status within the reference group. Further, youth materialism, the value individuals place on the acquisition and possession of material objects, is a primary antecedent of problematic technology dependency. Previous studies show that materialism causes addictive behaviours, such as addictive buying (Claes Müller & Luyckx, 2016) and problematic technology use (Gentina & Rowe, 2020). More specifically, higher levels of materialism and narcissism lead to technology addiction among this young generation. Despite its importance, there is a lack of research focusing on digital natives’ interaction with new-age technologies and the developmental psychology aspects of this process (Priporas et al., 2017; Duffett, 2017; Kesharwani, 2020). The goal of this special issue is to encourage interdisciplinary collaboration to identify new theoretical and empirical perspectives on the psychology of digital natives and new-age technologies. We welcome quantitative (e.g., modelling approaches, experiments), qualitative (e.g., nethnography, participant-observation, case studies) or mixed methods research focusing on issues around digital natives’ interactions with new-age technologies. We seek manuscripts with generalisable findings that go beyond single cross‐ sectional studies measuring intentions. Topics along the following areas are highly welcome, though other relevant areas will be considered:

 The digital natives (Generation Z) willingness to disclose personal information while interacting with new-age technologies

 Digital natives’ adoption and use of new-age technologies as a lifestyle statement and the moderating roles of self-concept, self-construal and self-esteem

 Social media and the importance of consumer-generated content for digital natives

 Psychological traits associated with digital natives use of ‘vintage innovation’ and the integration of old and new technologies for hedonic pleasure

 The psychological mechanisms to understand digital natives’ overdependence or addiction to smartphones and other new-age technologies

 How new-age technologies (e.g. augmented and virtual reality) can be used to address issues related to the psychological well-being of digital natives such as low self-esteem, body image, computer anxiety and (dis)engagement

 Co-designing technology-enabled solutions and interactions for young consumers

 Gender differences in young consumers’ needs and preferences related to the use of new-age technologies

 How digital natives engage with modern media streaming such as Over-the-top (OTT) media service and multiple video platforms

 Digital natives and broadcasting in the Digital Age  Private spaces and young consumers and issues such as privacy vs personalisation

 Technology readiness index (TRI) 2.0 and young consumers’ propensity to embrace and use new-age technologies

 Digital natives’ attachment and emotions towards technology products and brands

 Positive and negative influences of social media and its effects on how digital natives perceive services enabled by new-age technologies