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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.