Year
2024
Authors
DION Delphine, PAVLYUCHENKO Roman
Abstract
Glasses and stones, metals and textiles, leathers and plastics…The materials of objects can shape consumption in a variety of ways. Drawing on affordance theory, the authors conceptualize materials as prominent drivers of object affordances, that is, action (im)possibilities with and around objects. First, the authors explain when, how, and what materials drive object affordances. Second, they explain how consumers actualize (or put to use) materials-driven object affordances. This research makes three contributions. First, we propose post-hylomorphism as a novel principle of understanding materiality that recognizes matter as a prominent driver of object affordances. Second, we explicate how the matter-ness of objects increases object agency and reduces consumer agency. Third, we introduce object affordance management as a novel way to understand how consumers manage object affordances by increasing action possibilities while reducing action impossibilities via a range of processes and micro-practices.
PAVLYUCHENKO, R. et DION, D. (2024). How the Materials of Objects Shape Consumption: An Affordance Theory Perspective. Journal of Consumer Research, In press.