Cultivating Hope

Mariam Beruchashvili, California State University, Northridge, USA
Risto Moisio, California State University, Long Beach, USA
James Gentry, University of Nebraska-Lincoln, USA
While it is well known that hope is an emotion that is bought and sold in the shape of cosmetics, weight loss pills, lottery tickets and the like, little is known about the cultivation of hope. Advancing a sociological perspective on the cultivation of hope, our findings reveal social processes involved in building hope. Using Weight Watchers as our research context, we demonstrate that consumers anchor a multitude of hopes in the support group as a collectivity, reframe their hopes as team pursuits, and bolster their hopes through energizing social practices that make weight loss a more tenable pursuit.
[ to cite ]:
Mariam Beruchashvili, Risto Moisio, and James Gentry (2010) ,"Cultivating Hope", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 758-759 .