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

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 806-806.


Kaleel Rahman, RMIT University, Australia


NA - Advances in Consumer Research Volume 42 | 2014

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