Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10492958 | Journal of Business Research | 2016 | 10 Pages |
Abstract
How do consumers manage their everyday self-presentation to attain a sense of wellbeing? Through the lens of consumption, this study contributes to understanding the link between self and everyday interactions by identifying and developing a typology of wellbeing challenges and how these are managed in a variety of social contexts. Fifteen phenomenological interviews revealed a series of strategy narratives through which individuals pursue wellbeing within their web of social encounters. These strategy narratives combine in a series of pathways that range from harmonious (e.g., enhancement) to incongruous (e.g., concealment) in individuals' efforts to manage challenges to personal wellbeing. Constructing a typology from these pathways, the research findings pose both opportunities and challenges for social marketers to promote consumers' positive experiences in the marketplace.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Chihling Liu, Debbie Isobel Keeling, Margaret K. Hogg,