The conceptualization of enablers and constraints of in‐store buying as part of the affordances flow funnel process through scan and go apps

Muhammad Naeem*, Wilson Ozuem, Kerry Howell, Silvia Ranfagni

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


This study explores the affordances of “scan and go” apps and their influence on the flow experience of retail customers to provide a unique insight into user–technology interaction. Through a constructivist ethnographic approach, the research examines how users' socially constructed perceptions and interpretations shape these interactions, and it emphasizes the role of the material and social environment. The research innovatively conceptualizes affordances as a flow process; it introduces an affordances flow funnel that encompasses three distinct stages: perceived affordances, actualized affordances, and affordance dichotomy. By following this process, the study improves understanding of user emotions and behaviors that range from apathy to excitement, from gratification to provocation, and from abandonment to absorption. Findings underline the importance of equipping users with support to navigate technological and environmental constraints, thereby ensuring successful affordance actualization. The research contributes to the literature by revealing a new affordance type, namely affordance dichotomy, and offers valuable insights for marketers and developers to enhance user experiences and absorption behavior. Recognizing its focus on scan and go apps within supermarket contexts, the study invites future research to extend this understanding to different contexts and technologies.
Original languageEnglish
Pages (from-to)1-22
Number of pages22
JournalPsychology and Marketing
Early online date19 Jan 2024
Publication statusE-pub ahead of print - 19 Jan 2024

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