“The Wellness Religion”: Consuming Purity As an Aspirational Lifestyle
We propose wellness lifestyle has become a new form of aspirational living, addressing psychological needs traditionally satisfied by religion. Five experiments and interviews of church-goers and wellness-consumers, identifying religious elements in wellness-consumption, demonstrated it is more aspirational than traditionally desirable lifestyles, and highlighted the role of purity through mediation and moderators.
Citation:
Tianqi Chen, Anat Keinan, and Neeru Paharia (2020) ,"“The Wellness Religion”: Consuming Purity As an Aspirational Lifestyle", 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: 280-282.
Authors
Tianqi Chen, Boston University, USA
Anat Keinan, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Alternative “Facts”: The Effects of Narrative Processing on the Acceptance of Factual Information
Anne Hamby, Hofstra University
David Brinberg, Virginia Tech, USA
Featured
Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences
Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA
Featured
K8. Framing Matters. How Comparisons to Ideal and Anti-Ideal Reference Points Affect Brand Evaluations.
Magdalena Zyta Jablonska, SWPS University of Social Sciences and Humanities
Andrzej Falkowski, SWPS University of Social Sciences and Humanities