Individuals relate to consumption objects as a means to develop, reinforce, transform, or align their fragmented individual identities. Prior research has mainly focused on understanding the identity-shaping potential of finished consumer products, such as branded shoes. Less attention has been dedicated to understanding how material substances, designer intentions, and marketing efforts jointly influence materiality and the shaping of consumers' identities. Drawing from a netnographic investigation of an online community of plastic shoe aficionados, we extend current understandings of object-consumer relations to include pre-objectification -a process whereby cultural forms are translated into material objects. This expanded view allows us to examine the outcomes of consumer interaction with material elements inscribed in consumption objects. Our study uncovers a collective materialization process where culturally situated material interactions give shape to consumer identities and feed back into consumer culture.Keywords: materiality, object relations, objectification, consumer identity, plastic shoes, netnography 2 2 "My plastic dreams": Toward an extended understanding of materiality and the shaping of consumer identities
IntroductionConsumer research has extensively examined how interactions with products help consumers to shape their identities and selves (Belk, 1998;Ahuvia, 2005). Product design, for instance, can elicit infatuation in object-consumer relations (Lastovicka and Sirianni, 2011), and consumers may become attached and develop relationships with specific material objects, independently of these objects' brands (Lastovicka and Sirianni, 2013). Although recent research in various disciplines has started to move beyond finished consumption objects to look at the material characteristics objectified in them, a comprehensive framework for examining the identity-shaping outcomes of consumers' interaction with pre-objectification elements is absent (Dant, 2008;Ingold, 2012;Borgerson, 2013). The "thingness" of consumption objects (Miller, 1987(Miller, , 2005 thus has the potential to support consumer identity-shaping in ways that we do not fully understand. Our study addresses this gap by proposing an expanded view of materiality that considers how interaction with objectified material elements may influence consumers' identity projects.In elaborating our framework, we focus on shoes, a consumption object that is frequently associated with consumers' identity-shaping efforts (Belk, 2003;Marion and Nairn, 2011). Shoes, like clothes, are an example of an object that is "especially suitable for studying the relationship between personal values and values attributed to material goods because of its close association with perceptions of the self" (Crane and Bovone, 2006). Material culture surrounding shoes stimulates consumer imaginations through fantasies and dreams of escape from reality (Huey and Proctor, 2011). In many fairy tales, movies and TV shows, shoes are gifted with "the magical power t...