'Post-Materialist Work': Emerging Self-Actualization in the Video Industry

Hietanen Joel, Aalto University School of Economics, Finland
Uotila Hannu, Aalto University School of Economics, Finland
Post-materialist consumption has to date received limited interest in consumer research. This vidoegraphy investigates how post-materialism is negotiated from the perspective of one's mundane work life in the context of small TV video production companies. Specifically, we uncovered how pursuits of self-actualization and emancipation occur in the practices of professionals.


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