Essays on Vitality and Consumption

Vitality is a positive subjective concept composed of physiological and psychological energy, which may vary in its level in accordance with certain influencers and can be regulated and harnessed by a person possessing it. Vitality entails numerous beneficial consequences for individual physical and psychological healthiness. Despite the current popularity of vitality in consumption and management practice, theoretical knowledge on the concept remains somewhat fragmented.  The aim of the doctoral research is to explore the link between vitality and consumer behavior by providing a concise description of vitality and outlining a better understanding of its consumption-related drivers and consequences. Over the course of four essays, I examine vitality through the consumer behavior lens by conceptualizing vitality, developing a consumer-based definition of vitality, identifying consumption behavior that correlates positively with vitality, and analyzing how marketing tools can modify consumers' perceptions of vitality and the consequences of vitality on peoples' purchase behavior.