 Strategy narratives and wellbeing challenges: The role of everyday self-presentationChihling Liu, Debbie Isobel Keeling and Margaret K. Hogg Journal of Business Research, 2016, vol. 69, issue 1, 234-243 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: Internal narratives; External selves; Personal wellbeing; Self-presentation; Social contexts; Strategy narratives (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:1:p:234-243 DOI: 10.1016/j.jbusres.2015.07.036 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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