Sustaining Behavioural Change: the Power of Positive Emotions

This paper explores the emotions experienced by individuals who give up excessive drinking. A narrative methodology, based on in-depth interviews and diary records, was adopted. Findings indicate that individuals’ (mostly) positive emotions work as a powerful mechanism in maintaining their responsible drinking behavior.


Samanthika Gallage, Teresa Heath, and Caroline Tynan (2017) ,"Sustaining Behavioural Change: the Power of Positive Emotions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 419-422.


Samanthika Gallage, Nottingham University, UK
Teresa Heath, Nottingham University, UK
Caroline Tynan, Nottingham University, UK


NA - Advances in Consumer Research Volume 45 | 2017

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