Real world consumption is gradually being warped into an intangible form of digital virtual consumption. Virtual worlds, objects and experiences are often argued to be less valued or meaningful then their real reality counterparts. Though studies show how digital virtual consumption serves as ways of navigating and decoding normative boundaries of communal and cultural origin within virtual worlds. In this paper, we show how consumers balance their real-life responsibilities with consumption in virtual worlds. In an effort to better understand the phenomenon, we put forwards an analysis based on assemblage theory, which focuses on how agentic and communal capacities of component parts both enable and constrain various aspects of the consumption experience.

• Adrian Kristiansen(Nord University, Norway)
• Frank Lindberg(Nord University, Norway)