Adopting and sustaining responsible drinking: reconciling selves amidst conflicting messages
(2020)
Journal Article
Gallage, H. S., Heath, T., & Tynan, C. (2020). Adopting and sustaining responsible drinking: reconciling selves amidst conflicting messages. Journal of Marketing Management, 36(17-18), 1635-1657. https://doi.org/10.1080/0267257X.2020.1857819
This paper draws on theories of identity to examine challenges that former excessive drinkers experience in adopting and maintaining responsible drinking. Narratives were collected using in-depth interviews and eight-week diaries from twenty-five for... Read More about Adopting and sustaining responsible drinking: reconciling selves amidst conflicting messages.