Cultures of Caring Consumption: Social Support and the Self in the Myeloma Community

Susan Dunnett, University of Edinburgh Business School, UK
Paul Hewer, University of Strathclyde, UK
Douglas Brownlie, Stirling Management School, UK
The contribution of this paper lies in an under-researched aspect of communal consumption – the sharing of social support resources in order to realise agency within service interactions. The study reveals that patient-led support groups can be conceptualised as a consumer-led solution to the burden of personal responsibility.
[ to cite ]:
Susan Dunnett, Paul Hewer, and Douglas Brownlie (2012) ,"Cultures of Caring Consumption: Social Support and the Self in the Myeloma Community", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 995-996.