Introduction: Extending and distributing the self 1. Towards an ontology of consumers as distributed networks (or the end of ‘consumer research’ as we know it?): retrospective insights from the praxeomorphism of Russell Belk’s ‘extended self’ 2. Apples, oranges, and self 3. It is not consumption technologies that have put the ‘self’ in peril 4. Light selves: where (and what) are the politics in consumer culture theory? 5. The distributed body 6. Reflections on a reimagined future for consumer research 7. An ontology of consumers as distributed networks: a question of cause and effect 8. Praxeomorphology, ontology, and renewal of post-consumer personhood 9. Desperately seeking the elusive epistemic consumer: reflections on reflexivity 10. Beyond the extended and distributed ‘self’: from subliminal extended selves to nonlocality and neurocapitalism