Marketing objects as talking machines: The performative capacity of product packages
研究产品包装如何像会说话的机器一样与买家互动，通过分析一家印尼食品公司的81个包装案例，揭示营销对象产生效果的微观条件，对营销理论和实践有启发。
In this paper, I extend the established concept of performativity by focusing on the origins and micro-level interactional strategies of marketing objects. In product markets wherein face-to-face interactions between buyers and sellers are impossible, profit-seeking firms depend upon marketing objects—and on their packaging stories—to interact with buyers. While much research focuses on the particular effects of performative marketing objects on consumers, I explore the conditions required for such effects to emerge. In this project, I employ a richly descriptive case study design by focusing on a transnational specialty food firm based in Indonesia and examining the complete collection of food product packages ( N = 81) that communicate with buyers on behalf of its products for sale. I understand marketing practices as helping to create the phenomena they allegedly describe, and thus contribute to object-oriented marketing theory through a dramaturgical analysis of packaging talk.