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This paper tackles the fundamental, yet underexplored assumption of a dichotomic separation between subjects and objects. It thereby adds to existing consumer research redefining the ontology of consumers-objects relations. Drawing on neo-materialism, we suggest that subjects and objects are simultaneously constituted by recursive interruptions through a process of thingification.
|Titel||Advances in Consumer Research|
|Forlag||Association for Consumer Research|
|Status||Accepteret/In press - 2020|