Posted by on Oct 1, 2012 in | 0 comments

In my research project with the Engineering student community, I explore object agency as a another form of non-human agency. In particular, I am interested in how certain objects allow consumers to retain their individual autonomy within a consumption community at the same time as they are conforming to the norms and expectations of other community members. The ways in which the same object simultaneously supplies individualizing meanings and propagates a shared identity offers intriguing insights into object agency and tribal marketing. From a managerial perspective, this research suggests that brand (community) managers need to provide opportunities for individualizing experiences when implementing tribal marketing strategies.