Embracing cuir possibilities: Can ‘consumer researchers’ drop the consumer?

Maíra Magalhães Lopes, Royal Holloway, University of London, Karin Brondino-Pompeo, ESPM University, Isabela Carvalho de Morais, University of Ouro Preto

Marketing Theory

Published online on July 05, 2025

Abstract

Marketing Theory, Ahead of Print.
This reflective piece presents a critical examination of consumer research and proposes a shift beyond the conventional consumer paradigm. Drawing from a decolonial queer phenomenological approach – to embracecuirpossibilities – we emphasise its ...