Actors, human and non-human associate, agree or exchange properties among themselves, in an intertwined way, forming heterogeneous network to deal with a given social task |
Cochoy (2008COCHOY, F. Calculation, qualculation, calqulation: shopping cart arithmetic, equipped cognition and the clustered consumer. Marketing theory, v. 8, n. 1, p. 15-44, 2008.) |
The choice in mundane consumption is a result of the connection of cognitive processes (e.g. price and family budget), of individual and collective judgements based on the mobile space of the shopping cart in the scene of shopping. |
Consumption as a medley of activities and learning, not only economic but essentially social, resulting from collective exchanges. |
Cochoy (2014COCHOY, F. Consumers at work, or curiosity at play? Revisiting the prosumption/value cocreation debate with smartphones and two-dimensional bar codes. Marketing Theory, v. 15, n. 2, p. 133-153, 2014.) |
The study about the paradox of the co-creation theories, adopting the empirical case through use of bi-dimensional bar codes, shows that consumer workers live dualities between passive/active levels in a co-creation relationship. |
The engagement of people and human and non-human entities, is the foundation on which the relation of consumers towards economy, as well as the meaning of their experience, is established. |
Jenkins, Molesworth and Scullion (2014JENKINS, R.; MOLESWORTH, M.; SCULLION, R. The messy social lives of objects: interpersonal borrowing and the ambiguity of possession and ownership. Journal of Consumer Behaviour, v. 13, n. 2, p. 131-139, 2014.) |
Relations between individuals and objects lending or borrowing assets in more than one network simultaneously. |
Improving the understanding about the biography and history of the objects and individuals. |
Suppression of dualisms |
Bettany and Kerrane (2011BETTANY, S.; KERRANE, B. The (post-human) consumer, the (post-avian) chicken and the (post-object). Eglu: towards a material-semiotics of anti-consumption. European Journal of Marketing, v. 45, n. 11-12, p. 1746-1756, 2011.) |
Understanding the consumption of the plastic chicken coop “Omlet Eglue” within the culture of urban poultry farming, offering a possible path to an alterantive model of consumer agency, exploring concepts, concerns, conflicts and convergences of anti-consumption and consumers’ resistance. |
Reinforce that anti-consumption and literatures on consumer resistance reflect a field full of apparent inconsistency and dissonance of anti-consumption behavior. The theory offers more holistic approaches to find solutions. |
Nature of group forming, nature of action and nature of objects |
Epp and Price (2010EPP, A. M.; PRICE, L. L. The storied life of singularized objects: forces of agency and network transformation. Journal of Consumer Research, v. 36, n. 5, p. 820-837, 2010.) |
The study of the interruption and reintegration flow of the social connections, based on the movement of objects shared (dining table) by small collectives such as families. |
The gap found in the study relates to the movement of objects and to the different transformations they are subject to. It is noteworthy some paradoxal findings in studies on consumption: How do dislocated objects have agency power? How can irreplaceable objects be replaced? Why families sometimes dislocate and modify central identity practices. |
Türe and Ger (2016TÜRE, M.; GER, G. Continuity through change: navigating temporalities through heirloom rejuvenation. Journal of Consumer Research, v. 43, n. 1, p. 1-25, 2016.) |
The study of inherited objects and tensions involved in relationships of consumption regarding these objects, such as dealing with the past and present, or when the tradition and modernity are simultaneously desirable. |
The transformation of the object is the path to negotiate temporal tensions that exist between past, present and future. |
Human and non-human form hybrids |
Hansson (2015HANSSON, N. “Mobility-things” and consumption: conceptualizing differently mobile families on the move with recent purchases in urban space. Consumption Markets & Culture, v. 18, n. 1, p. 72-91, 2015.) |
In mobile consumption, no consumer durable, ready or finished can exist without standard and formatting of relations among people, objects or meaning that contribute to constitute the subject. |
The idea of meta-physical consumption, active for the subject and passive for the consumed object,is then discarded, considering that such division obstructs even more the concepts of consumption in the theory. |
Tadajewski, Chelekis, DeBerry-Spence et al. (2014TADAJEWSKI, M. et al. The discourses of marketing and development: Towards “critical transformative marketing research”. Journal of Marketing Management, v. 30, n. 17-18, p. 1728-1771, 2014.) |
The study on the new mobility’s paradigm and how connected or synchronized objects is fascinating because of how they are and work, and how the limits of what is the consumer and what is the object are entangled. |
They emphasize how hard it is to distinguish what is self and what is the object, due to the exchange of elements between them; the sense of interior and exterior and the cognitive and technical reflexivity. |
Shouten and Martin (2014MARTIN, D.; SCHOUTEN, J. W. Consumption-driven market emergence. Journal of Consumer Research, v. 40, n. 5, p. 855-870, 2014.) |
The study on market formation (Mini Moto), which is in constant transformation in relations between the actors and the many translations giving it form and stability. |
They dive in the dynamic of consumer innovation and show impacts to ANT and other areas of consumption, such as identity formation. |
Giesler (2012GIESLER, M. How doppelgänger brand images influence the market creation process: longitudinal insights from the rise of botox cosmetic. Journal of Marketing, v. 76, n. 6, p. 55-68, 2012.) |
A study on the dynamics of market creation, researching the process of legitimating of the brand Botox. |
Identify interactions and disputes of several actors such as brand managers, consumers and activists that are positioned against the product. |