Object-oriented marketing theory

Assemblage and actor-network theories explain how markets consumption are constituted by heterogeneous resources that form part-whole relations at various scales. Marketing consumer research studies use these theories, however, often retain human-centred scales units of analysis, such objects forces exist unfamiliar (time)scales overlooked. This paper explains Object-Oriented Ontology can help to guide ontological, methodological, analytical considerations in market assemblages. We offer a framework helps researchers consider far should unpack assemblages into component parts; what extent trace objects’ effects as part wider contexts; ‘objects’ may harbour qualities withdrawn from social hidden features be encountered through speculative methods. Finally, we critically discuss the place subjects socio-material research.