Understanding the Consumer Culture of Self-Help: Fun, Play and Prayers

Kaleel Rahman, RMIT University, Australia
In this research, using a mixed-method qualitative approach, we investigate the consumer culture of self-help. Although self-help has been studied from a number of disciplinary perspectives, the area has been largely neglected by consumer researchers. Our research reveals four distinct types of self-help values: destination, gratification, therapeutic and spirituality.
[ to cite ]:
Kaleel Rahman (2014) ,"Understanding the Consumer Culture of Self-Help: Fun, Play and Prayers", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 806-806.