Run, Forrest, Run: How Intense Athletic Pursuits Induce Therapeutic Feelings

This research aims to uncover how consumers’ understanding of their own bodies informs the production of therapeutic feelings. My ethnographic inquiry in the context of ultra-running illustrates a multi-stage process of in-depth engagement with the body that results in the therapeutic consequences of various magnitudes.


Tatsiana Padhaiskaya (2020) ,"Run, Forrest, Run: How Intense Athletic Pursuits Induce Therapeutic Feelings", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1236-1236.


Tatsiana Padhaiskaya, Aalto University, Finland


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


P4. Consistent Price Endings Increase Consumers Perceptions of Cheapness

Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education

Read More


Increasing Tax Salience Alters Investment Behavior

Abigail Sussman, University of Chicago, USA
Daniel Egan, Betterment
Sam Swift, Bowery Farming

Read More


Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses

Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.