How Objects That Carry Contradictory Institutional Logics Trigger Identity
Journal of Business Research 105 (2019) 443–453 Contents lists available at ScienceDirect Journal of Business Research journal homepage: www.elsevier.com/locate/jbusres “To Spanx or not to Spanx”: How objects that carry contradictory ☆ T institutional logics trigger identity conflict for consumers ⁎ Maria Carolina Zanettea, , Daiane Scarabotob a ESLSCA Business School, 1 Rue Bougainville, 75007 Paris, France b Pontificia Universidad Catolica de Chile, Av. Vicuña Mackenna 4860, Macul, Santiago, Chile ARTICLE INFO ABSTRACT Keywords: Despite claims supporting its relevance, the role of objects as carriers of institutional logics has been overlooked Institutional carriers in marketing research. This study examines how the extended materiality of consumption objects—that is, the Extended materiality material substances, designer intentions, and marketing efforts objectified in them—may trigger identity conflict Identity conflict for consumers, particularly when such objects are carriers of contradictory institutional logics. We collected and Shapewear analyzed qualitative data on body-shaping undergarments (i.e., shapewear), which carry the contradictory logics Institutional logics of constricted femininity and flexible feminism. We explain how the extended materiality of shapewear creates intimate tension for consumers by interfering with how consumers relate to their own bodies and to other people, thereby prompting identity conflict. 1. Introduction beliefs through their physical properties (Jones, Meyer, Jancsary, & Höllerer, 2017). These conceptualizations have sparked interest among Institutional logics are socially constructed, supra-organizational institutional theorists in developing understandings of the agentic role patterns through which social reality acquires meaning by producing of materials in maintaining institutional orders or enabling institutional and reproducing material and symbolic practices (Friedland & Alford, change (Monteiro & Nicolini, 2014).
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