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The Politicization of Objects: Meaning and Materiality in The U.S. Cannabis Market

Author

Listed:
  • Aimee Dinnin Huff
  • Ashlee Humphreys
  • Sarah J.S. Wilner
  • Eileen FischerEditor
  • Price Linda LEditor
  • Julie L Ozanne

Abstract

In this article, we theorize how marketplace objects and their properties facilitate market legitimacy. Adopting assemblage theory, we examine a politically contested market—the U.S. recreational cannabis market—using retail sales data, public opinion polls and surveys, mainstream media coverage, and interviews with producers and consumers. We find that objects convey meaning in the market by creating sensory or discursive alignment between new or contested products and products from existing, legitimate markets, and by creating sensory or discursive distancing between new products and products in existing, illegitimate markets. We further find that different types of consumers play different roles in the overall legitimation process because they perceive alignments and misalignments differently. We present a conceptual model that links object meaning with the market and broader, cultural, and societal levels, demonstrating how materiality contributes to the overall legitimation of a politically contested market.

Suggested Citation

  • Aimee Dinnin Huff & Ashlee Humphreys & Sarah J.S. Wilner & Eileen FischerEditor & Price Linda LEditor & Julie L Ozanne, 2021. "The Politicization of Objects: Meaning and Materiality in The U.S. Cannabis Market," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(1), pages 22-50.
    • Handle: RePEc:oup:jconrs:v:48:y:2021:i:1:p:22-50.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucaa061
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    Citations

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    Cited by:

    1. Joy, Annamma & Wang, Jeff Jianfeng & Orazi, Davide C. & Yoon, Seyee & LaTour, Kathryn & Peña, Camilo, 2023. "Co-creating affective atmospheres in retail experience," Journal of Retailing, Elsevier, vol. 99(2), pages 297-317.
    2. Heiko Wieland & Angeline Nariswari & Melissa Archpru Akaka, 2021. "On managerial relevance: reconciling the academic-practitioner divide through market theorizing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 252-271, December.
    3. Mangiò, Federico & Mismetti, Marco & Lissana, Elena & Andreini, Daniela, 2023. "That's the Press, Baby! How journalists co-create family business brands meanings: A mixed method analysis," Journal of Business Research, Elsevier, vol. 161(C).
    4. Ashlee Humphreys, 2021. "The textuality of markets," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 304-315, December.
    5. Matthew M. Mars & Hope Jensen Schau & Tyler E. Thorp, 2023. "Narrative curation and stewardship in contested marketspaces," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 418-443, March.
    6. Bajde, Domen & Chelekis, Jessica & van Dalen, Arjen, 2022. "The megamarketing of microfinance: Developing and maintaining an industry aura of virtue," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 134-155.
    7. Corciolani, Matteo, 2023. "Navigating institutional complexity through emotion work: The case of Italian consumers adapting to a ketogenic diet," Journal of Business Research, Elsevier, vol. 158(C).
    8. Wiart, Lucie & Özçağlar-Toulouse, Nil & Shaw, Deirdre, 2022. "Maintaining market legitimacy: A discursive-hegemonic perspective on meat," Journal of Business Research, Elsevier, vol. 144(C), pages 391-402.
    9. Zanette, Maria Carolina & Pueschel, Julia & Touzani, Mourad, 2022. "Re-arranging dressing practices: The role of objects in spreading ugly luxury," Journal of Business Research, Elsevier, vol. 145(C), pages 784-800.

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