Toward a valorized permanent liminality: A lasting identity transformation through the use of unconventional medicines

Several marketing studies have examined the role of consumption during liminal phases. The notion of permanent liminality has been developed to describe endless transitions, often experienced negatively and perceived as an obstacle to identity formation. Our research, based on an ethnographic study of consumers of complementary and alternative medicine (CAM), proposes a different approach by showing how these practices can foster a “valorizing” permanent liminality. It demonstrates how the adoption of CAM, initially used to resolve a situation of therapeutic uncertainty and escape a liminal state, prolongs it through the integration of a holistic approach and leads to the establishment of permanent liminality: the continuous quest to transcend the ego. Our article thus highlights that, in certain contexts, permanent liminality is perceived as a constructive experience, in which individuals experience this state favorably and with a high degree of perceived autonomy. These findings open up the possibility of designing systems that promote a positive therapeutic experience for patients.