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

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.


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.


Susan Dunnett, University of Edinburgh Business School, UK
Paul Hewer, University of Strathclyde, UK
Douglas Brownlie, Stirling Management School, UK


NA - Advances in Consumer Research Volume 40 | 2012

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