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“My plastic dreams”: Towards an extended understanding of materiality and the shaping of consumer identities

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  • Ferreira, Marcia Christina
  • Scaraboto, Daiane

Abstract

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 feedback into consumer culture.

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  • Ferreira, Marcia Christina & Scaraboto, Daiane, 2016. "“My plastic dreams”: Towards an extended understanding of materiality and the shaping of consumer identities," Journal of Business Research, Elsevier, vol. 69(1), pages 191-207.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:1:p:191-207
    DOI: 10.1016/j.jbusres.2015.07.032
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    5. Abdelrahman, Omar Khaled & Banister, Emma & Hampson, Daniel Peter, 2020. "Curatorial consumption: Objects’ circulation and transference in the vintage marketplace," Journal of Business Research, Elsevier, vol. 114(C), pages 304-311.
    6. 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.
    7. Joonhyeong Joseph Kim & Insin Kim, 2018. "Moral Imagination, Parasocial Brand Love, and Customer Citizenship Behavior: Travelers’ Relationship with Sponsoring Airline Brands in the United States," Sustainability, MDPI, vol. 10(12), pages 1-18, November.
    8. Jack Coffin & Christian Eichert & Shona Bettany & Andrew Lindridge & Gillian Oakenfull & Jacob Östberg & Lisa Peñaloza & Diego Rinallo & David Rowe & Jannsen Santana & Luca M. Visconti & Luciana Walth, 2022. "Crossing wires : Short-circuiting marketing theory," Post-Print hal-04325542, HAL.

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