#Cyborgs Are in Your Dreams, Thoughts, Talks, and Perhaps Next Door

Drawing on cyborg literature and Jung's archetypes, we examine the psycho-social effects of cyborgs' existence. Based on netnographic data, we identified four distinct archetypal manifestations but tied by one common point: controlling the sense of consumers' humanness. Our contributions are to technology, identity, and materiality discussions in the transhumanist era.


Vitor M. Lima, Luís Pessôa, and Russell W. Belk (2020) ,"#Cyborgs Are in Your Dreams, Thoughts, Talks, and Perhaps Next Door", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 506-507.


Vitor M. Lima, York University, Canada
Luís Pessôa, Pontifical Catholic University of Rio de Janeiro
Russell W. Belk, York University, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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