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Occupational dream pursuit: decision making and consumption behaviors

Occupational dream pursuit: decision making and consumption behaviors PurposeThe purpose of this study is to examine the stages involved in occupational dream pursuit (ODP). In this study, dreams are studied in the context of life-changing, occupational endeavors. The judgment and decision-making that fuels the process and the consumption motives that appear throughout the various stages of the journey are examined through the narratives of individuals living out their career-related dreams.Design/methodology/approachOpen-ended interviews were conducted with individuals who were embarking on a life-changing career attainment experience. The narratives of these informants uncovered psychological, social and behavioral aspects of the dream pursuit process.FindingsThrough the informants’ narratives, common themes emerged with respect to the ODP journey, and these themes offered a fluid interpretation of the stages involved in the dream pursuit process: revelation, inciting action, development, maintenance and evolution. At each stage, specific consumption motives and behaviors predominate. These themes, including the consumption, psychological and developmental processes that take place at each stage, are discussed through the narratives of the informants.Research limitations/implicationsThis study highlights the role of positive emotions, personal growth, consumption motives and behaviors in ODP.Originality/valueDreams give individuals a sense of purpose and being. Although conventional wisdom acknowledges the importance of dream actualization, limited behavioral research has explored the nuances of ODP with regard to decision-making and consumption. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Occupational dream pursuit: decision making and consumption behaviors

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/JCM-06-2016-1844
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this study is to examine the stages involved in occupational dream pursuit (ODP). In this study, dreams are studied in the context of life-changing, occupational endeavors. The judgment and decision-making that fuels the process and the consumption motives that appear throughout the various stages of the journey are examined through the narratives of individuals living out their career-related dreams.Design/methodology/approachOpen-ended interviews were conducted with individuals who were embarking on a life-changing career attainment experience. The narratives of these informants uncovered psychological, social and behavioral aspects of the dream pursuit process.FindingsThrough the informants’ narratives, common themes emerged with respect to the ODP journey, and these themes offered a fluid interpretation of the stages involved in the dream pursuit process: revelation, inciting action, development, maintenance and evolution. At each stage, specific consumption motives and behaviors predominate. These themes, including the consumption, psychological and developmental processes that take place at each stage, are discussed through the narratives of the informants.Research limitations/implicationsThis study highlights the role of positive emotions, personal growth, consumption motives and behaviors in ODP.Originality/valueDreams give individuals a sense of purpose and being. Although conventional wisdom acknowledges the importance of dream actualization, limited behavioral research has explored the nuances of ODP with regard to decision-making and consumption.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jun 12, 2017

References