© 2015 – Routledge
This book considers together the social and material dimensions of markets and marketing practices, drawing together insights from consumer research, marketing, social theory, and studies of material culture. While the role material objects play in meeting needs, wants, and desires – and their centrality as resources for identity construction – has been discussed by consumer researchers in depth, much less attention has been paid to matter and materiality.
The volume contributes to existing understandings of consumer value and offers a counterpoint to purely symbolic understandings of value. Individual chapters revise, extend, and critique debates surrounding processes of commodification and singularisation, aesthetics, symbolism, and language in the context of value creation. As such this book is of relevance to academics and students interested in consumption and consumer culture, marketing and material culture.
"This book deals with important new directions for marketing theory, combining its theoretical analysis which rigorous empirical research. I highly recommend it for all those interested in contemporary thought applied to marketing studies." – Mark Tadajewski, Strathclyde University, UK
1. Introduction 2. The Elusive Object 3. Useful Objects 4. Exchange Objects 5. Display Objects 6. Demanding Objects 7. Aesthetic Objects 8. Historical Objects
Recent years have witnessed an ‘interpretive turn’ in marketing and consumer research. Methodologies from the humanities are taking their place alongside those drawn from the traditional social sciences. Qualitative and literary modes of marketing discourse are growing in popularity. Art and aesthetics are increasingly firing the marketing imagination. This series brings together the most innovative work in the burgeoning interpretive marketing research tradition. It ranges across the methodological spectrum from grounded theory to personal introspection, covering all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embracing marketing’s principal sub-disciplines.