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extent studies should trace objects’ effects as part of wider contexts; how ‘objects’ may harbour qualities that are withdrawn from social contexts; and how these hidden features can be encountered through speculative methods.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

中文翻译：

---

面向对象营销理论

装配和行动者网络理论解释了市场和消费如何由异质资源构成，这些资源在不同尺度上形成部分-整体关系。然而，使用这些理论的营销和消费者研究通常保留以人为中心的尺度和分析单位，从而忽略了以不熟悉（时间）尺度存在的对象和力量。本文解释了面向对象的本体论如何帮助指导市场和消费组合研究中的本体论、方法论和分析考虑。我们提供了一个框架，帮助研究人员考虑研究人员应该在多大程度上将组合分解成组件；作为更广泛背景的一部分，研究应在多大程度上追踪物体的影响；“对象”如何可能具有脱离社会背景的品质；以及如何通过推测方法遇到这些隐藏的特征。最后，我们批判性地讨论了客体和主体在社会材料研究中的地位。