Consumer valorization strategies in traumatic extraordinary experiences

A cancer diagnosis can mark the beginning of one of the most resource-demanding experiences and traumatic journeys of one’s life. Surprisingly, little is known about how consumers assign value, namely valorize, in these complex, extraordinary experiences. Using sociocultural trauma perspectives and a qualitative study of cancer health consumers, we demonstrate that consumers valorize through the (re)construction of trauma memories and use three strategies: metaphorical framing, flesh-witnessing, and commemorating. These enable consumers to construct an enduring life story, to claim authority and knowledge of witnessing trauma, and to honor and preserve meanings and memories. We demonstrate that consumer valorization in a non-hedonic context is fluid, continuous, and embedded in broader sociocultural contexts. These findings contribute to the literatures of value, extraordinary experiences, and trauma.