ABSTRACT
Consumption and marketing researchers have used assemblage theoretic perspectives to explore how heterogeneity is managed by consumers, and how consumers may work to stabilise fields, networks, communities, markets and industries when ‘betrayals’ occur (Canniford and Shankar 2013;Epp, Schau and Price 2014;Epp and Vegaleti 2014;Hill, Canniford and Mol 2014;Thomas, Price and Schau 2013;Vrecko 2010). Work to date has also helped to clarify that the assemblages consumers participate in may intersect one with another (DeLanda 2006;Parmentier and Fischer 2015). However, the implications for consumers being part of two (or more) intersecting assemblages have received virtually no attention. In particular, the tensions that consumers who are enrolled in intersecting assemblages may experience and the implication of their efforts to manage these tensions have not been addressed.
