Research in Consumer Behavior

Purpose – The first purpose of this chapter is to better understand, and to propose a means to understand the ways selves are constructed in daily contingencies during consumption experiences. To do so, the second purpose, which aims to bring an additional contribution, is to investigate the materiality of consumer experiences in a technological context.

Methodology/approach – We have investigated materiality (as conceptualized by Miller) of experiences in online discussion forums in a community of video games enthusiasts. Grounded theory is elaborated from an ethnography mixing interviews and nonparticipative online observation. The focus is on consumers' perceptions of their constructions as subjects in relationship to the various objects and practices they face.

Findings – The process through which subjects are contingently constructed follows three intertwined logics. Each of these logics, namely (1) finding a position, (2) building “appropriation logics” and accomplishing practices, and (3) enacting meaning empowerments, is detailed in its specific contingencies and modalities.

Research limitations/implications – Contribution of this research relies mostly on findings from one online community.

Practical implications – This research opens new ways to understand technological consumption experiences as they are lived by consumers, and it allows for an understanding of structuration in experiences characterized beforehand by their indeterminacy.

Originality/value of chapter – This chapter belongs to the few ones that propose a methodological approach to tackle with the construction of the self in daily contingencies and with dynamic materiality. It also opens new ways to de-essentialize ordinary consumption activities.