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| Author: | Luomala, H.T. |
| Title: | An empirical analysis of the practices and therapeutic power of mood-alleviative consumption in Finland |
| Journal: | Psychology & Marketing
2002 : OCT, VOL. 19:10, p. 813-836 |
| Index terms: | Health Consumption Psychology Consumer behaviour Market research Nordic countries Finland Europe |
| Language: | eng |
| Abstract: | This article deals empirically with the phenomenon of mood-alleviative consumption (=m-a-c) in Finland. Attempting to advance consumer behaviour theory development toward building a theory or model of m-a-c, empirical insights derived from Finnish consumers concerning the practices and therapeutic power of m-a-c are offered. A phenomenological analysis identified eight types of therapheutic power stemming from different m-a-c activities: distraction, self-indulgence, stimulated elaboration, outcomes of m-a-c, recharging, discharging, retreat, and activation. In addition, it was discovered that certain m-a-c behaviours can be therapeutic in multiple ways simultaneously, that different persons may experience the same m-a-c behaviour therapeutically differently, and that certain m-a-c activities are more typically engaged by women, whereas certain other m-a-c activities are more typically pursued by men. |
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