Ontological Flattening, Vibrant Matter and Consumption: Sending Canonical Theories Back to School

John Schouten, Aalto University, Finland
Diane Martin, Aalto University, Finland
Beth DuFault, University of Arizona, USA
Ontological flatness is a neomaterialist perspective on socio-technical assemblages, which are in constant transformation through the interrelations of actants such as natural processes and individual consumers. This paper advocates the reinquiry of classic works in marketing and consumer behavior from neomaterialist ontologies.
[ to cite ]:
John Schouten, Diane Martin, and Beth DuFault (2015) ,"Ontological Flattening, Vibrant Matter and Consumption: Sending Canonical Theories Back to School ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 56-61.