2134/18100 Chihling Liu Chihling Liu Debbie Keeling Debbie Keeling Margaret K. Hogg Margaret K. Hogg Strategy narratives and wellbeing challenges: the role of everyday self-presentation Loughborough University 2015 Internal narratives External selves Personal wellbeing Self-preservation Social contexts Strategy narratives Business and Management not elsewhere classified 2015-06-30 13:09:00 Journal contribution https://repository.lboro.ac.uk/articles/journal_contribution/Strategy_narratives_and_wellbeing_challenges_the_role_of_everyday_self-presentation/9505094 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.