ABSTRACT
This chapter reviews some work in philosophy that has hinted at where people might begin to think about the social theory implications of OOO. OOO is taken with the phenomenology of Alphonso Lingis, whose work emphasises the pre-cognitive, atavistic, technological and deeply embodied modes in which people respond to the world. The chapter reviews some work in philosophy that has hinted at where we might begin to think about the social theory implications of OOO. The chapter also acknowledges that 99.999999 per cent of interaction in the world is non-human-to-non-human interaction, so the lens of investigation in consumer research should open to include interobjective consumption. The chapter examines an alternative philosophical gaze to relational though. Non-relationality imagines the non-human as some sort of 'great outdoors' in other words, as something 'out there' in the cosmos, despite the fact that, as many other philosophers have argued, the non-human Other is actually deep within the core of the human.
