Masculine Experience of Happiness in New Zealand: How Young Men Consume Happiness

Masculine Experience of Happiness in New Zealand: How Young Men Consume Happiness We advance cross-disciplinary understanding of sources of happiness and the role consumption plays in personal constructions of happiness. Using auto-photography and phenomenological interviews, we studied what happiness means to young men. Our data indicate the importance of home and winning to happiness for these men. Sub-themes include home as place, home as people, and home as transcendent experience. Winning incorporates achievement, production, esteem, and superiority. Material things occurred frequently in these happiness stories. Consumption plays a strong role in creating home. The men also used tangible goods to achieve and display their winning.



Citation:

Lorraine Friend, Carolyn Costley, and Nikita Wilson (2011) ,"Masculine Experience of Happiness in New Zealand: How Young Men Consume Happiness ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 506-507.

Authors

Lorraine Friend, University of Waikato, New Zealand
Carolyn Costley, University of Waikato, New Zealand
Nikita Wilson, University of Waikato, New Zealand



Volume

E - European Advances in Consumer Research Volume 9 | 2011



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