Abstract
The main focus of interest on the body concept in consumer research evolved around the corporeal body. Body has been investigated as a project that modern consumers work on (Featherstone, Hepworth and Turner 1991; Schouten 1991), and as a means of selfpresentation and socialization (Thompson and Hirschman 1995). Thus, modern consumers treated their bodies as not an ‘end’ but a ‘means’ of conveying a desirable image to others. Furthermore, with the emergence of new technologies, the presence of the body has been questioned. Some argued that these technologies have enabled people to break out of the finitude of their embodiment (Balsamo 2000; Turkle 1995). Others advocated the essential role of embodiment in any human experience (Argyle and Shields 1996; Froy 2003; Hansen 2006).