Identity-in-creation: Breaking the mould of identity projects

Pilar Rojas Gaviria

doi:10.4324/9781003390671-24

Identity-in-creation: Breaking the mould of identity projects

Pilar Rojas Gaviria

Marketing

Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

Abstract

In this chapter, I elaborate on my work on identity-in-creation, published in Marketing Theory s(Rojas-Gaviria, 2021). Identity-in-creation is presented in sharp contrast to the dominant theorisation of the identity project in consumer research. The chapter joins the existing critical marketing and consumer research literature to contribute to the collective efforts to enrich our toolkit to represent identity in the making. It is an invitation for academics and practitioners to represent the human world more humbly to compensate for the supremacy of the self-will representation so firmly embedded in the notion of the identity project.

Original language	English
Title of host publication	Responsible Marketing for Well-being and Society
Subtitle of host publication	A Research Companion
Editors	Saren Michael , Louise M. Hassan, Miriam McGowan, N. Craig Smith, Emma Surman, Rohit Varman
Publisher	Routledge
Chapter	19
Pages	355-366
Number of pages	12
Edition	1st
ISBN (Electronic)	9781003390671, 9781040015896
ISBN (Print)	9781032487625, 9781032487632
DOIs	https://doi.org/10.4324/9781003390671-24
Publication status	Published - 9 Apr 2024

Publication series

Name	The Routledge Research Companions in Business and Economics
Publisher	Routledge

Access to Document

10.4324/9781003390671-24Licence: None: All rights reserved

Responsible Marketing for Well-being and Society: A Research Companion
Saren, M. (Editor), Hassan, L. M. (Editor), McGowan, M. (Editor), Craig Smith, N. (Editor), Surman, E. (Editor) & VarmanLogo, R. (Editor), 9 Apr 2024, 1st ed. Routledge. 456 p. (The Routledge Research Companions in Business and Economics)
Research output: Book/Report › Book

Cite this

Rojas Gaviria, P. (2024). Identity-in-creation: Breaking the mould of identity projects . In S. Michael , L. M. Hassan, M. McGowan, N. C. Smith, E. Surman, & R. Varman (Eds.), Responsible Marketing for Well-being and Society: A Research Companion (1st ed., pp. 355-366). (The Routledge Research Companions in Business and Economics). Routledge. https://doi.org/10.4324/9781003390671-24

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Identity-in-creation: Breaking the mould of identity projects . / Rojas Gaviria, Pilar.
Responsible Marketing for Well-being and Society: A Research Companion. ed. / Saren Michael ; Louise M. Hassan; Miriam McGowan; N. Craig Smith; Emma Surman; Rohit Varman. 1st. ed. Routledge, 2024. p. 355-366 (The Routledge Research Companions in Business and Economics).

Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

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AB - In this chapter, I elaborate on my work on identity-in-creation, published in Marketing Theory s(Rojas-Gaviria, 2021). Identity-in-creation is presented in sharp contrast to the dominant theorisation of the identity project in consumer research. The chapter joins the existing critical marketing and consumer research literature to contribute to the collective efforts to enrich our toolkit to represent identity in the making. It is an invitation for academics and practitioners to represent the human world more humbly to compensate for the supremacy of the self-will representation so firmly embedded in the notion of the identity project.

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Identity-in-creation: Breaking the mould of identity projects

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Research output

Responsible Marketing for Well-being and Society: A Research Companion

Cite this