“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.
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.
Tianqi Chen, Boston University, USA
Anat Keinan, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA
NA - Advances in Consumer Research Volume 48 | 2020
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