In tech we rely: How technology dependence fuels consumer vulnerability

Abstract Understanding and mitigating consumer vulnerability is critical in an age of pervasive misinformation and deception. This research examines how technology dependence can heighten consumer vulnerability by elevating the risk of being deceived in the marketplace. Drawing from Human‐Computer Interaction (HCI) research and Media Systems Dependency Theory (MSD), we propose that high technology dependence depletes cognitive resources, reduces consumer skepticism, and increases susceptibility to deception, an essential element of consumer vulnerability. Through three empirical studies, we show that technology dependence heightens consumers' vulnerability to deceptive information, primarily through reduced skepticism. Furthermore, we found that consumers' moods moderate this relationship, with negative moods mitigating and positive moods amplifying the adverse effects of technology dependence on skepticism. Our findings reveal mechanisms driving consumer vulnerability in the digital age, offering valuable insights for marketers and policymakers to enhance consumer protection, as well as marketplace and digital literacy.