Poetizing to improve consumer representation

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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.

Original languageEnglish
Pages (from-to)463-479
Number of pages17
JournalMarketing Theory
Issue number4
Early online date30 Jun 2021
Publication statusE-pub ahead of print - 30 Jun 2021


  • Alzheimer’s
  • consumer representation
  • consumer vulnerability
  • identity project
  • life-writing
  • poetic companion
  • poetic projection
  • poetic sweats
  • poetizing


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