Cannibal Or Commodity Fetish: Body As Material Interaction

This paper seeks to address the call to bridge the dichotomous divide between subject and object within consumer research. Adopting an embodied perspective and drawing on our empirical research, we highlight the paradoxical meanings surrounding the fetishization of the body as a commoditized object as well as a kernel of personal history. We explore the extent to which participants are willing to overcome the depersonalizing transformation to their embodied self, as they negotiate the meanings surrounding the progressive objectification of the body, inherent in the practice of organ transplantation. Our analysis suggests the difficulty in delineating where the embodied subject ends (donor as self) and the commoditized object (donor as cadaver) begins. As such, the boundaries that mark the agentic capability of the embodied donor as commodity/intentional subject are mutable, indeterminate and intersubjectively emergent. We therefore seek to create a dialogue among consumer scholars to reconsider the body as the 'material interaction' between consuming subjects and material objects. Only in so doing, can we begin to advance the discipline beyond its essentialist roots.


Ai-Ling Lai and Janine Dermody (2009) ,"Cannibal Or Commodity Fetish: Body As Material Interaction", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 339-347.


Ai-Ling Lai, University of Gloucestershire, UK
Janine Dermody, University of Gloucestershire, UK


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Cues to Sincerity: How People Assess and Convey Sincerity in Language

Alixandra Barasch, New York University, USA
Juliana Schroeder, University of California Berkeley, USA
Jonathan Zev Berman, London Business School, UK
Deborah Small, University of Pennsylvania, USA

Read More


Q9. Free or Fee? Consumers’ Decision to Pay for the Premium Version of a Music Streaming Service Rather than Using its Free Version

Sebastian Danckwerts, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University

Read More


E6. The Effect of Crowding Perception on Helping Behavior ——Is Squeeze Warmer than Isolation?

Qingqing Guo, Shanghai Jiao Tong University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.