The emperor’s new cosplay: the agency of an absent material on the consumption experience

Mello, Rafael Rodrigues de; Almeida, Stefânia Ordovás de; Dalmoro, Marlon

doi:10.1080/10253866.2020.1756268

Cited by 9 publications

(22 citation statements)

References 72 publications

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“…Each interaction transforms both objects and consumers, thus creating routines and configuring the materiality of consumption practices (Schatzki, 2016). In the same direction, Mello, Almeida and Dalmoro (2021) highlight that objects have a social role even when they are not visible in consumption experiences. While these previous studies provide an important contribution to understanding the social role of objects in consumption practices, it is important to also recognize the social role of objects in anti-consumption and product abandonment practices based on this same perspective.…”

Section: Introduction Introductionmentioning

confidence: 90%

“…The focus on objects' agentic capacity also allows adding a layer to the analysis of the set of consumption and non-consumption practices (Mello et al, 2021). Instead of analyzing the relationship between objects and consumers as a fixed relationship, the authors encourage considering the (co-)produced continuum of the interconnection between humans and the materiality animated in the form of objects.…”

Section: Objects' Agentic Capacitymentioning

confidence: 99%

“…Instead of analyzing the relationship between objects and consumers as a fixed relationship, the authors encourage considering the (co-)produced continuum of the interconnection between humans and the materiality animated in the form of objects. Thus, the notion of agentic capacity allows understanding the object's network of force affecting situations and events of consumption (Mello et al, 2021), or anti-consumption, in the case of this article.…”

Section: Objects' Agentic Capacitymentioning

confidence: 99%

“…However, following contemporary conceptions of cultural studies of consumption, the overly consumercentered perspective ignores the social roles of objects in practices of consumption or even interruption of consumption (Mello, Almeida, & Dalmoro, 2021). For example, Türe and Ger (2016) describe a process involving multiple levels of interaction between consumers and objects.…”

Section: Introduction Introductionmentioning

confidence: 99%

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Agency of Objects in the Food Consumption Abandonment

Gregory

Dalmoro

2023

Rev. adm. contemp.

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Objective: we aim to understand how objects influence the practice of abandonment of unhealthy food categories. Theoretical background: previous studies explore different typologies to explain variations in anti-consumption behavior and abandonment of product categories from a consumer-oriented perspective. In this study, we follow the new materialism onto-epistemology to recognize that objects have agentic capacities in anti-consumption practices. Specifically, we highlight the abandonment of certain food categories as the interruption of an intersubjective relationship involving consumers and objects. Method: our empirical plan adopts an interpretive perspective to describe practices of abandonment of soft drinks and meats and the way consumers build new relationships with these objects. Data collection makes use of in-depth interviews. Results: the results indicate that the nutritional and production characteristics of these foods negatively impact the lives of consumers, other living beings, and nature. To mitigate this impact, consumers adopt abandonment practices attempting to break with the procedural relationship and the effects of these objects on their lives and on nature. Conclusions: theoretical contributions reveal that the procedural relationship between objects and consumers operates at different levels of complexity, according to the agentic capacity of the object, limiting or making easy the abandonment of unhealthy food categories.

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Section: Introduction Introductionmentioning

confidence: 90%

Section: Objects' Agentic Capacitymentioning

confidence: 99%

Section: Objects' Agentic Capacitymentioning

confidence: 99%

Section: Introduction Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Agency of Objects in the Food Consumption Abandonment

Gregory

Dalmoro

2023

Rev. adm. contemp.

Self Cite

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“…The agentic capacity of objects (Latour, 2007;Hoffman and Novak, 2018) posits that material objects display agency. The agency of an absent material can shape the consumption experience (Rodrigues de Mello et al, 2020). In the FTB challenge, the materiality of the cigarette butt is staged in various ways, whereby the design of the experience creates a new journey for the cigarettes and then for the butts: from "the hand of the smoker," which is the object of pleasure, to "the street," which is the object of pollution and symbolic pollution (transgression of the rules), and then to "a plastic bottle," which is the restoration of order and elimination of symbolic pollution.…”

Section: Experiential Design On Cause-related Marketingmentioning

confidence: 99%

Experiential design on cause-related marketing: lessons from the fill-the-bottle challenge

Roederer

Filser²

2022

QMR

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Purpose Based on a “Fill-the-Bottle” (FTB) challenge, this research explores how experiential design can help cause-related marketing. This study aims to show that experiences designed as anti-structural and anti-functional can raise awareness through action. Design/methodology/approach The authors study a corpus of 52 introspective journals and 60 pictures about the challenge, which entails filling empty bottles with cigarette butts from the streets as quickly as possible, then sharing pictures of the bottles on social media. Findings The anti-structural design of the experience activates the participants’ experiential system, and the social interactions between the participants and pedestrians construct meaning for the experience. The results further indicate that as follows: individuals’ frames of reference can explain whether they perceive the experience as liberatory or stochastic; anti-structural design can serve cause-related marketing by focusing on three stages: doing, showing and sharing; and experiential marketing can serve societal and social causes. Research limitations/implications This research involved a single field. Further research with more heterogeneous participants would be insightful. The power of experiential marketing to serve meaningful and collective causes should be encouraged. Further research should be conducted to understand and conceptualize these collective attempts to fight the dark sides of consumption. Practical implications In line with Pine and Gilmore’s (1999) advice to stage memorable experiences by working cautiously on cues, the FTB challenge analysis indicates that by focusing on material evidence and staging a specific sequence of doing something about it, showing everyone what is being done and expanding visibility by sharing artifacts of the action on social media, one can actually make people think about and remember the action. Social implications The “do-show-share” design that the FTB challenge uses can be relevant for many cause-related marketing efforts because it operates on both individual and collective levels. Originality/value This research offers a new perspective on experiential marketing by studying how experiences designed to be anti-structural can renew social, cause-related marketing tools.

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Mu l tiple embodiment relations: sense-making in dissociative experiences

Preece

Rodner

Whittaker

2023

Consumption Markets & Culture

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In response to a call for new conceptualizations of the self that avoid mind/body dualisms, recent research has introduced more flexible and fluid theorizations of personhood. This paper takes a phenomenological approach to examine the perceived shifts in body ownership and distribution of agency which underpin such theorizations. We focus on two dissociative experiences, namely, spirit possession and virtual reality, explicating how consumers can experience changes of perspective by disconnecting from the mainstream of their conscious awareness, allowing for a controlled 'letting go,' resulting in therapeutic gains.We highlight how consumers create a larger assemblage of the self beyond single viewpoints for a new kind of experiencing. We argue that existing work has treated embodiment in a fairly symmetrical manner, insufficiently considering the inherently somatic characteristics of consumer experiences as an articulation of a multiplicity and distribution of embodiment and agentic relations, both human and non-human.

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The emperor’s new cosplay: the agency of an absent material on the consumption experience

Cited by 9 publications

References 72 publications

Agency of Objects in the Food Consumption Abandonment

Agency of Objects in the Food Consumption Abandonment

Experiential design on cause-related marketing: lessons from the fill-the-bottle challenge

Mu l tiple embodiment relations: sense-making in dissociative experiences

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