TY  - GEN
TI  - Speak to the Leg: A Post-Paralympic Analysis and Retheorization of Consumer-object Relations
SP  - 480
UR  - http://society.macromarketing.org/conference/
PB  - Macromarketing Society
A1  - Duus, R
A1  - Davies, A
A1  - Saren, M
Y1  - 2014///
T3  - Macromarketing Conference
N2  - 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.
EP  - 484
AV  - public
ID  - discovery10026153
SN  - 2168-1473
N1  - This is the published version of record. For information on re-use, please refer to the publisher?s terms and conditions.
ER  -