Strategy narratives and wellbeing challenges: the role of everyday self-presentation

Liu, Chiling, Keeling, Debbie Isobel and Hogg, Margaret (2016) Strategy narratives and wellbeing challenges: the role of everyday self-presentation. Journal of Business Research, 68 (1). pp. 234-243. ISSN 0148-2963

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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.

Item Type: Article
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences > H Social Sciences (General)
Q Science > QZ Psychology
Depositing User: Debbie Keeling
Date Deposited: 16 Jun 2017 09:35
Last Modified: 16 Jun 2017 09:43
URI: http://sro.sussex.ac.uk/id/eprint/68658

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