Poetizing to improve consumer representation
本文提出“诗化”概念，强调消费者在转变过程中体验的谦卑脆弱时刻，以替代传统的身份项目视角，从而更真实地表征生活的混乱和身份的偶然性。
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.