An ontology of consumers as distributed networks: a question of cause and effect

In responding to Craig Thompson's commentary, we argue that assemblage, contrary to how it has often been theorised in consumer research, is subject oriented. Drawing on Deleuze, we explore how desire is thus not abstract but is part of a context of life that is organised by the subject. In neu...

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Bibliographic Details
Published inJournal of marketing management Vol. 40; no. 7-8; pp. 628 - 634
Main Authors Preece, Chloe, Rojas Gaviria, Pilar
Format Journal Article
LanguageEnglish
Published Helensburg Routledge 03.05.2024
Taylor & Francis Ltd
Subjects
artificial intelligence
Consumers
deleuze
desire
ethics of care
Ontology
relational
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Summary:In responding to Craig Thompson's commentary, we argue that assemblage, contrary to how it has often been theorised in consumer research, is subject oriented. Drawing on Deleuze, we explore how desire is thus not abstract but is part of a context of life that is organised by the subject. In neutralising the subject's attachments, consumer researchers are prevented from seeing how desires left unfulfilled can represent deeper social marginalisations and how the market incentivises unsustainable and uncaring behaviours. We argue that Craig's commentary raises the need to recognise that an affective architecture of feelings is always at work. We call for a more 'care-full' approach which does not ignore the desiring body, deny the power differentials that exist and apoliticises our attachments within these networks of relations.
ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.2024.2346010