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From One Edge to the Next: Situating Edgework Within Consumer Life Course Journeys

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSNAbstract

Published
Publication date3/07/2024
Host publicationProceedings of Academy of Marketing 2024 Annual Conference
EditorsC. Strong, C. Bosangit, N. Koenig-Lewis, Z. Lee, O. Moldes Andres, E. Rosier
Place of PublicationCardiff University
PublisherAcademy of Marketing
ISBN (electronic)9781399990608
<mark>Original language</mark>English

Abstract

This conceptual paper reframes edgework, a theory of consumers’ voluntary risk-taking practices, in terms of propensity rather than identity. Applications of edgework have not sufficiently considered how stages of life within historical and cultural contexts affect patterns of risk-taking. Using the life course perspective, we explore ‘edgeworking’ as an inclination – rather than stable expression – that is sensitive to timing in lives and remains mercurial: often increasing or decreasing depending on one’s changing environment and relationships.