How the Materials of Objects Shape Consumption: An Affordance Theory Perspective

Abstract

Glasses and stones, metals and textiles, leathers and plastics . . . . The materials of objects can shape consumption in a variety of ways. Drawing on affordance theory, the authors conceptualize materials as prominent drivers of object affordances, that is, action (im)possibilities with and around objects. The authors explain when, how, and what materials drive object affordances. And, they explain how consumers actualize (or put to use) materials-driven object affordances. This research makes three contributions. First, the authors propose post-hylomorphism as a novel principle of understanding materiality that recognizes matter as a prominent driver of object affordances. Second, the authors explicate how the matter-ness of objects increases object agency and reduces consumer agency. Third, the authors introduce the concept of object affordance management as a novel way to understand how consumers manage object affordances by increasing action possibilities while reducing action impossibilities via a range of processes and micro-practices.