@inproceedings{discovery10026153,
          series = {Macromarketing Conference},
          editor = {A Bradshaw and A Rappel},
            year = {2014},
           pages = {480--484},
       booktitle = {Macromarketing and the Crisis of the Social Imagination: Proceedings of the 39th Annual Macromarketing Conference, 2014},
           title = {Speak to the Leg: A Post-Paralympic Analysis and Retheorization of Consumer-object Relations},
       publisher = {Macromarketing Society},
            note = {This is the published version of record. For information on re-use, please refer to the publisher's terms and conditions.},
        abstract = {This paper reviews and re-theorizes objects in consumer research with specific focus on consumer-object
relations. Following Bettany and Kerrane's (2011) argument of an ontological
shift towards objects as fluid, morphing and mutable, this research adopts a posthuman analysis
of consumer-object relations. The posthuman concept of human-machine hybrid also
raises fundamental physiological, technical and philosophical questions about what it means
to be human (Braidotti 2006; Haraway 1991). Empirical data is gathered through phenomenological
interviews, diaries and autodriving with amputees with prosthetic legs. A posthuman
route to analysis creates a space and language for hybrid and companion-based consumer-object
relationships to emerge. Themes reveal descriptions of leg favouritism and
coupling, normality and identity struggles, relationship fluidity and enabling and disabling
technology. This paper provides a novel approach to investigating consumer-object relations
with consequences for how objects are viewed in consumer research.},
             url = {http://society.macromarketing.org/conference/},
          author = {Duus, R and Davies, A and Saren, M},
            issn = {2168-1473}
}