The material-semiotics of consumption: or where (and what) are the objects in consumer culture theory?

This article presents an analysis of a seemingly mundane consumption object, the Mars Coat King, a manual grooming device employed within Afghan hound breeding and exhibition cultures, to develop current conceptualizations of the consumption object in consumer culture theory (CCT). In doing so it extends theory of the ontology of, and relation between, subject and object into the realms of the post-humanist. The chapter illustrates how by employing post-humanist theory, the consumption object can be conceptualized as a mutable, contradictory and active entity within complex consumption cultures and when conceptualized as such, can enrich understanding of consumption objects within consumer research.

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