Cited by Lee Sonogan
Abstract by Pilar Rojas-Gaviria
The notion of the identity project fosters a persistent emphasis on consumer goals and plans and has dominated many interpretations of consumers undergoing transformation. This article contrasts this self-will view by introducing the lived experience of poetizing. Poetizing represents our moments of humble vulnerability when we wonder about life circumstances that we do not control or understand as we experience transformation. In those moments of humble vulnerability, we are possessed by our identities, rather than owning an identity project. By adopting the theoretical lens of poetizing, we enrich our capacity to represent the messiness of life and make space for a critical understanding of the accidentality of identity in creation and its embedded vulnerability.
Publication: Marketing Theory (Peer-Reviewed Journal)
Pub Date: Jul 30,2021 Doi: https://doi.org/10.1177/14705931211027941
Keywords: Alzheimer’s, consumer representation, consumer vulnerability, identity project, life-writing, poetic companion, poetic projection, poetic sweats, poetizing
https://journals.sagepub.com/doi/full/10.1177/14705931211027941 (Plenty more sections and references in this research article)