Kelley Cours Anderson, Karen Anne Wallach, Magdiel Grimes
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The anti-consumption journey: Unplugging for improved well-being
Consumers are exploring ways to obtain control and limit their existing consumption levels in response to growing concerns about well-being. This article introduces the anti-consumption journey, which extends prior work on journey mapping, by evaluating the distinct journey when the goal is not to consume. Within the context of the “digital detox,” we use a hermeneutic approach to analyze qualitative data from blog posts by digital detox consumers, survey data from a digital detox retreat, and interviews with digital detox service providers. We highlight an emergent model of the facilitators and inhibitors consumers encounter throughout the anti-consumption journey. This novel roadmap offers insights to further understand tensions between a consumer's subjective state of agency and culturally embedded assumptions of technology consumption. Theoretical and practitioner implications are discussed.
期刊介绍:
The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.