Final published version
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Abstract
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Abstract
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TY - CHAP
T1 - From One Edge to the Next
T2 - Situating Edgework Within Consumer Life Course Journeys
AU - Obeada, Irina
AU - Cronin, James
AU - Piacentini, Maria
PY - 2024/7/3
Y1 - 2024/7/3
N2 - 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.
AB - 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.
M3 - Abstract
BT - Proceedings of Academy of Marketing 2024 Annual Conference
A2 - Strong, C.
A2 - Bosangit, C.
A2 - Koenig-Lewis, N.
A2 - Lee, Z.
A2 - Moldes Andres, O.
A2 - Rosier, E.
PB - Academy of Marketing
CY - Cardiff University
ER -