Journal article

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

MC Ferreira, D Scaraboto

Journal of Business Research | Elsevier | Published : 2016


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 ..

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University of Melbourne Researchers

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