While prior research on human-technology interactions employed an instrumental approach, this study considers the dissolving ontological boundaries between humans and machines. Due to the consumption of insideable technologies, consumers are becoming literally one with technology leading to the rise of real-life cyborgs. Exploring such a unique phenomenon, an existential-phenomenological framework and a four-year qualitative study of consumers of NFC/RFID microchips resulted in a new conceptualization, namely the Interactive Self. To support my arguments, the concept is presented in two ways: Firstly, I describe the conceptual components of the ontological condition of being a cyborg: The Identity-Enabler Object; The iMine Boundaryless; and The Data Meshwork. Subsequently, I promote an articulation of Sartre’s modes of existence considering the aspect of volitional cyborgization. In considering technology not as a mere tool to an end, as Heidegger would, I argue that it is a living matter that has the power to change our ontological condition as human beings. In doing so, my research contributes to discussions on technology consumption, identity projects, and, tangentially, bioethics in consumer research within the context of Transhumanism.

Vitor Lima is a Postdoctoral Fellow in Marketing at Schulich School of Business, York University. Previously he has held academic positions at FGV (Brazil) and Católica Lisbon School of Business and Economics (Portugal). His research interests include emergent and speculative technologies, especially focused on Transhumanism, Cyborgs, Biohacking, Robots, Artificial Intelligence, and Digital Marketing. His previous work was published in, for instance, Qualitative Market Research and Marketing Intelligence & Planning. He also serves as an ad hoc reviewer for the Journal of Marketing Management, Journal of Product & Brand Management, and Marketing Intelligence & Planning. In 2018, his first book on integrated marketing communications and digital marketing was published for the Latin American market.