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Speak to the Leg: A Post-Paralympic Analysis and Retheorization of Consumer-object Relations

Duus, R; Davies, A; Saren, M; (2014) Speak to the Leg: A Post-Paralympic Analysis and Retheorization of Consumer-object Relations. In: Bradshaw, A and Rappel, A, (eds.) Macromarketing and the Crisis of the Social Imagination: Proceedings of the 39th Annual Macromarketing Conference, 2014. (pp. pp. 480-484). Macromarketing Society Green open access

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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.

Type: Proceedings paper
Title: Speak to the Leg: A Post-Paralympic Analysis and Retheorization of Consumer-object Relations
Event: 39th Annual Macromarketing Conference, 2-5 July 2014, Egham, Surrey, UK
Open access status: An open access version is available from UCL Discovery
Publisher version: http://society.macromarketing.org/conference/
Language: English
Additional information: This is the published version of record. For information on re-use, please refer to the publisher’s terms and conditions.
UCL classification: UCL
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > UCL School of Management
URI: https://discovery.ucl.ac.uk/id/eprint/10026153
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