Abstract
AbstractThis article presents an exploration into women's purchasing of vibrators and how they negotiate the meaning of these sex toys with their partners' preferences and attitudes. Drawing on semi‐structured interviews with 32 female consumers, the study identifies ways in which emotional, transformative and contextual aspects of meaning revolve around choosing, buying and using vibrators in heterosexual relationships. In analysing such experiences, the article points to the potential of vibrators to become imbued with notions of desire, maintenance, privacy and preference. Overall, this research draws attention to salient and nonsalient meanings attached to vibrators that constitute the sex toys' significance beyond simply functional elements. The paper enriches research on consumer behaviour and vibrator use in sexual relationships and proposes an understanding of object relations grounded in the intimate spheres of consumer studies.
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