# Enchantment and perpetual desire: Theorizing disenchanted enchantment and technology adoption

> Research article (Marketing Theory, 2020) · cited 52× · AI/ML

**Wikidata**: [openalex:W3090728776](https://www.wikidata.org/wiki/openalex:W3090728776)  
**Source**: https://4ort.xyz/entity/enchantment-and-perpetual-desire-theorizing-disenchanted-enchantment-and-technology-adoption