Consuming the Cyborg

A substantive gap in extant consumer-technology interaction literature stems from the latter’s focus on technology that is external to the body. This study addresses this gap by exploring the lay discourses in response to an actual lived instance of a man-machine hybrid. Our findings contradict futurists’ extant optimistic predictions.


Arundhati Bhattacharyya and Richard Kedzior (2012) ,"Consuming the Cyborg", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 960-961.


Arundhati Bhattacharyya, York University, Canada
Richard Kedzior, Bucknell University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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