There’s a lot of psychology in technology:

• Some consumers are afraid of high technology. You must overcome those fears.
• Many consumers are looking for positive reinforcement as a result of using your products. For example, will I feel good using this device? Will it save me time? Will it make me safer? Will it save me money? Will it remember (say, passwords) for me?
• Many consumers have shopped, discussed, researched, maybe even agonized over the decision to purchase your product. A lot of technology is a big-ticket purchase. Did they make the right decision? Did they buy the right device? It’s your job to make them believe that they did. You market long after the purchase.
• Depending on the product category, you’ll probably have an upgraded unit on the market within months of a consumer buying the current version. This makes for unhappy, confused, sometimes angry consumers. You mean my four-month-old TV isn’t the latest model?
  

So really, if you make technology, you’re as much in the consumer therapy business as you are in the product engineering, marketing and public relations business.