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

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journal contribution
posted on 30.06.2015, 13:09 by Chihling Liu, Debbie Keeling, Margaret K. Hogg
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.



  • Business and Economics


  • Business

Published in

Journal of Business Research


LIU, C., KEELING, D.I. and HOGG, M.K., 2016. Strategy narratives and wellbeing challenges: the role of everyday self-presentation. Journal of Business Research, 69(1), pp.234-243.


© Elsevier


AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Publication date



This paper was accepted for publication in the journal Journal of Business Research and the definitive published version is available at http://dx.doi.org/10.1016/j.jbusres.2015.07.036