Health and Consumer Vulnerability: Identity Dissolution and Resiliency Behaviors

Marlys Mason, Oklahoma State University, USA
Teresa Pavia, University of Utah, USA
Health challenges threaten consumer identity and market presence. This research explores identity dissolution and reconstitution through consumption and market engagement. Sixty interviews explore consumption meanings for individuals facing acute diagnosis, chronic illness, disability, and end-of-life. Despite experiencing vulnerability, consumers craft consumption practices that reconstruct identity, restore equity, and build resiliency.
[ to cite ]:
Marlys Mason and Teresa Pavia (2014) ,"Health and Consumer Vulnerability: Identity Dissolution and Resiliency Behaviors", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 7-11.