Advances in Consumer Studies
Online ISSN : 1883-9576
Print ISSN : 1346-9851
ISSN-L : 1346-9851
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Displaying 1-2 of 2 articles from this issue
Foreword
Special Issue
  • Yumiko Oda
    Article type: Special Issue
    2025 Volume 31 Issue 2 Pages 2_1-2_17
    Published: March 31, 2025
    Released on J-STAGE: March 31, 2025
    Advance online publication: October 31, 2024
    JOURNAL FREE ACCESS

    This study explores how the cultural conflict between pursuing efficiency and caring for the family is resolved through household technology. To achieve this objective, the study focuses on institutional logic in institutional theory and research on materiality, and conducts a case study of robotic vacuum cleaners. Previous research on conflicting institutional logic has primarily examined how companies and media create discourse to resolve these contradictions. In contrast, this study aims to clarify how consumers interact and build relationships with robots. Based on the coding of interview data from 30 married women, the relationships are classified into three types: “housework surrogate,” “child,” and “toy.” This research aligns with consumer studies that seek to integrate institutional theory and materiality, aiming to elucidate the agentic role of objects in consumer culture. Specifically, it examines the construction of relationships through interactions between objects and consumers, and reveals the process by which contradictions are resolved and robots gain acceptance.

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