The body and technology: Discourses shaping consumer experience and marketing communications of technological products and services

Margo Buchanan-Oliver, Angela Gracia Bondesto Cruz

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review

5 Citations (Scopus)


Frontiers of thought in other disciplines, popular culture, and marketing communications are continually re-visioning technology and influencing how consumers think about and experience technology-based products and services. Providing a glimpse into these frontiers, this paper re-introduces the body into theorisations of consumer-technology interaction and reviews interdisciplinary discourses shaping views of the body and technology. The key theoretical discourses of body-machine liminality, control and freedom, embodied interaction, and identity are discussed. These discourses expand conceptualisations of technology beyond a limiting focus on functional benefits, offering new frames and foundations for investigating consumer experience and marketing communications of technology-based offerings.
Original languageEnglish
Title of host publicationAdvances in Consumer Research
EditorsAnn L. McGill, Sharon Shavitt
Place of PublicationDuluth MN USA
PublisherAssociation for Consumer Research
Number of pages5
Publication statusPublished - 2009
Externally publishedYes
EventAssociation of Consumer Research annual conference 2008 - Hyatt Regency Hotel, San Francisco, United States of America
Duration: 23 Oct 200826 Oct 2008

Publication series

NameAdvances in Consumer Research
PublisherAssociation for Consumer Research
ISSN (Print)0098-9258


ConferenceAssociation of Consumer Research annual conference 2008
Abbreviated titleACR North American Conference 2008
CountryUnited States of America
CitySan Francisco

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