Between the realities: Solid and liquid consumption utopias in XR technologies

This research delves into the crossroads of modern consumption trends and the transformative role of practicing different realities such as Extended Reality (XR) technologies including Virtual Reality (VR), Mixed Reality (MR) and Augmented Reality (AR) in crafting Bardhi & Eckhardt’s (2017) solid and liquid consumption and Atanasova’s (2021) cleverly integrated utopia. While echoing Bauman’s (2000) work on liquid modernity, liquid consumption utopia offers a sanctuary from mundane reality and ephemeral experiences by creating an awe and numen led market mediated desire to understand the time by reimagining the past, reframing the present, and redesigning the future realities. The research proposes that XR technologies, with their ability to create immersive, interactive experiences, could serve as the ideal platform for these liquid consumption utopias. Moreover, by enabling consumers to engage with products and experiences in novel, personalized ways, XR technologies could potentially bridge the gap or increase the awareness between the solid and liquid utopias. On the other hand, these technologies may possess drawbacks such as lack of effective representation of the environment, image, idol, product, or stories that they have been designed for, or physical and cognitive effects on users. This research, therefore, calls for a deeper exploration of this intersection of technology and consumer behaviour. It advocates for further research into how XR technologies could revolutionize the landscape of contemporary consumption, transforming how we understand and engage with consumer desires and trends without a polarised viewpoint from solid to liquid consumption. The study employs a methodological approach that involves creating a conceptual framework based on an extensive literature review. The results of the research reveal key themes in the intersection of XR technologies and modern consumption utopias.