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Reconnecting Marketing to Markets$
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Luis Araujo, John Finch, and Hans Kjellberg

Print publication date: 2010

Print ISBN-13: 9780199578061

Published to Oxford Scholarship Online: January 2012

DOI: 10.1093/acprof:oso/9780199578061.001.0001

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Consumption, materiality, and markets

Consumption, materiality, and markets

(p.13) 1 Consumption, materiality, and markets
Reconnecting Marketing to Markets

Elizabeth Shove

Luis Araujo

Oxford University Press

This chapter considers the role of materiality in mundane consumption. It argues that mundane, everyday consumption should be understood as inextricably linked to actors' engagements in practices. It is the requirements of practice rather than the imperatives of personal taste or choice that explain mundane consumption. Material objects such as Do-It-Yourself (DIY) tools can be viewed as materialized understandings, incorporating know-how relevant for specific practices. Successful consumption requires learning and the acquisition of skills and competencies. The boundaries between production and consumption are often blurred and dynamic, with objects having the capacity to shift the distribution of skills and competencies required to accomplish particular projects (e.g., redecorating a room). Material objects thus acquire value through and because of their role in accomplishing particular practices and projects.

Keywords:   mundane consumption, materiality, objects, practices and projects, DIY markets

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