Abstract
With the ubiquitous diffusion of mobile enabled internet, individuals are constantly immersed in both virtual and physical environments. While this causes distractions, lower attention spans, and disasters like texting while driving and walking, it also creates synergies and smoother navigational experiences. Technology developers, marketers and policy makers are both concerned and intrigued to understand how to deploy these mobile technologies so as to optimize their disruptive impact. In this paper, the authors develop a framework of dual consciousness depicting individual’s presence in physical and virtual worlds. Further, they explain how dual environments affect behavior, the underlying psychological processes, scenarios and factors that contribute to different outcomes and future implications for retailers, service providers, digital and social media marketers and public policy makers.
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