Ontological Flattening, Vibrant Matter and Consumption: Sending Canonical Theories Back to School
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.
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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 56-61.
John Schouten, Aalto University, Finland
Diane Martin, Aalto University, Finland
Beth DuFault, University of Arizona, USA
NA - Advances in Consumer Research Volume 43 | 2015
Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough
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Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA
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Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA