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In this chapter, authors take a narrative/interpretive approach by sharing insights from millennials and Generation Z as to the definition of kindness as a behaviour and action. Sixty-six individuals living in North America, Africa and Europe were interviewed during the pandemic (October 2020). They were asked to describe an incident in which they expressed kindness and/or in which it was expressed to them. Authors identified five themes (metapatterns) which denote different ways kindness is described through narrative. These kindness behaviours include: (1) kindness as a small act, (2) kindness as an event, (3) kindness as intervention and (4) kindness as consideration. The fifth form of kindness operates with more performative qualities, and the authors' have dubbed it as ‘kindness [that] makes me feel good’. Authors attempt not to constrain or essentialize what kindness behaviour is, but rather to reveal patterns while also leaving room for possibilities.

Considering the central role of narratives in the articulation of the self, processing experiences and conveying meaning, many scholars in marketing and consumer behaviours have tried to study the subject. This pool of multi-disciplinary studies has yielded fragmented literature resulting in ambiguity. Therefore there is a need for an article, which studies the extant literature comprehensively. Hence, this paper aims to pursue two objectives, to summarize prominent research studies in consumption narratives and to suggest directions for future research.

The paper reviews 25 key studies on consumption narratives and highlights their most important contributions, methods and findings.

As in consumer narrative research, the concept almost always has been borrowed from different domains, the findings suggest a concise definition to fill this gap. Also, to enrich the findings, three-level of consumption narratives are discussed.

This paper serves as a basis to comprehend the essence of consumption narratives in the consumption context, to understand the research gaps and provides directions for future research.

Considerando el papel central de las narrativas en la formulación de uno mismo, el procesamiento de las experiencias y la transmisión de significados, muchos académicos en marketing y comportamiento del consumidor han tratado de estudiar este tópico. Este conjunto de estudios de carácter multidisciplinar ha dado lugar a una literatura muy fragmentada y ambigua. Por tanto, se hace necesario un trabajo de investigación que estudie de menara exhaustiva la extensa literatura existente. En definitiva, este artículo persigue dos objetivos, resumir las investigaciones más destacadas sobre narrativas de consumo existentes en la literatura y sugerir orientaciones para futuras investigaciones.

Este artículo revisa 25 estudios clave sobre narrativas de consumo y resalta sus contribuciones, métodos y hallazgos más relevantes.

Teniendo en cuenta que en la investigación sobre narrativas de consumo el concepto ha sido casi siempre tomado de diferentes ámbitos, los hallazgos sugieren una delimitación conceptual más concisa para cubrir este vacío. Asimismo, para enriquecer los resultados se analizan tres niveles de narrativas de consumo.

Este artículo sirve de base para comprender la esencia de las narrativas de consumo en el contexto del consumo, entender las brechas de investigación que aún existen en este ámbito y proporcionar guías para futuras investigaciones.

考虑到叙事在自我表达、处理体验感受和传达意义方面的中心作用, 许多营销学者和消费者行为学者都试图对这一主题进行研究。由于研究成果横跨多个学科, 而导致文献支离破碎, 造成了歧义。因此, 有必要对现存文献进行综合研究。因此, 本文的研究目标有二, 一是总结当前消费叙事研究的主要成果, 二是为今后的研究指明方向。

本文回顾了关于消费叙事的25个主要研究, 并强调了它们最重要的贡献、方法和发现。

由于之前的消费者叙事研究中, 消费者叙事的概念几乎总是从不同的领域借用, 研究结果提出了一个简明的定义来填补这一空白。此外, 为了丰富研究结果, 本文还讨论了三个层次的消费叙事。

本文作为理解消费语境中消费叙事本质的基础, 来理解研究的差距, 为今后的研究指明方向。

The purpose of this paper is to disseminate street gang research by Hesketh (2018) that has identified a major aspect of young disenfranchised people’s attraction to street gangs as edgework risk-taking. The study which sought to identify differences between those who joined street gangs compared to those who abstained on Merseyside.

Two samples were taken from locations within the five boroughs of Merseyside, the first comprising of 22 participants (18–25) involved in street gangs as active and ex-members with a second sample consisting of 22 participants (18–25) who had completely abstained from street gang membership. Data were collected through adoption of biographic narrative interpretive method (BNIM) (Wengraf, 2001), with analysis taking the form of Strauss and Corbin’s (1990) version of grounded theory.

Of the many findings that surrounded what was identified as the core category/central phenomena of “coping with limited opportunity” it emerged that marginalisation and austerity were contributing to increasing inequality and institutional constraint on young people on Merseyside. As a result, many of the 18–25 year young men felt powerless, lacking identity and aspirational drive. Joining a gang thus became not only a way in which control was seized back from such constraint through criminal risk-taking behaviour, what Lyng (1990) has termed “edgework”, but also a means in which many of the young men interviewed gained an identity of being “bad” from which intrinsically pleasurable seductive and criminally erotic sensations were derived (Katz, 1988). Moreover, a relatively new version of edgework was also identified, even though by way of male testimony. Called “vicarious edgework”, the phenomena sees young women drawn to male gang members (“bad boys”) to derive the excitement of risk indirectly while remaining law abiding. In sum, the paper highlights a concerning socio-psychological and key motivating driver triggered by marginalisation.

Study samples were all male. Thus, any observations on the vicarious edgework aspect of risk taking requires further research involving both young men and women.

The paper highlights the need for more understanding of the allure of risk-taking. The paper identifies a new form of female edgework. The paper draws attention to gang membership and non-membership on Merseyside, an area that has been greatly neglected by gangs’ studies in the UK. The paper describes a novel way of data collection using an adoption of BNIM.

In sum, the paper highlights a concerning socio-psychological and key motivating driver triggered by marginalisation. This, the author contends has been largely neglected by risk factor focussed interventions that largely concentrate on the idea of rational choice theory and sociological positivism.

The paper attempts to disseminate original street gang research by Hesketh (2018) that has identified a major aspect of young disenfranchised people’s attraction to street gangs as edgework risk-taking.

The purpose of this paper is to attempt to disseminate street gang research by Hesketh (2018) that has identified young people’s perceptions between employment and criminality in areas of Merseyside becoming blurred. In particular, disenfranchised young males are turning to involvement with drug dealing street gangs as a substitute for employment.

The research involved the use of a hybrid design using an adapted version of Wengraf’s (2001) biographic narrative interpretive method as the means for data collection with Strauss and Corbin’s (1995) grounded theory approach as the means of analysis.

Such is the demand for Class A drugs in night-time economies that street gangs in areas close to such economies are adding a dark business-like dimension for which Hesketh (2018) has termed “Deviant Entrepreneurship”. This can range from selling drugs on behalf of adult organised crime figures (known on the streets of Liverpool as “grafting”) to self-employment as sole trading deviant group enterprises having several “grafts” that recent research by Robinson, McLean and Densley (2018) has noted, has extended into the annals of Criminal Child Exploitation.

Data were derived from a sample of young males, thus, no observations can be made about females involved in gangs.

The research highlights the need for more gang interventions that focus on building opportunities within marginalised areas. It also suggests as Andell (2019) points out a need for a fresh approach to countering gang culture.

The paper concludes by suggesting that Merseyside is only one in many marginalised areas of the UK facing a similar problem as young people involved in street gangs attempt to realise their potential not through legitimate employment means but through dark entrepreneurial techniques learnt from older peers and adult figures.

The findings are taken from a PhD thesis by Robert F. Hesketh University of Chester.

In the context of current prison safety and reform, the purpose of this paper is to discuss findings of an impact evaluation of a horticultural programme delivered in 12 prisons in North West England.

The programme was evaluated using quantitative and qualitative methods, including Green Gym© questionnaires, the Warwick Edinburgh Mental Wellbeing Scale (WEMWBS) and Biographic-Narrative Interpretive Method interviews.

Against a backdrop of high rates of suicide, self-harm and poor mental health, the horticultural programme studied proved beneficial to prisoner participants, the most marked effect was on mental health and wellbeing. In addition to data related to the original mental health outcome indicators, the study revealed multiple layers of “added value” related to mental health arising from horticultural work in a prison setting.

The main research limitations were the limited completion of follow-on questionnaires due to prisoners being released and the inability to conduct longitudinal data collection post-release. There was also concern about response bias and lack of resource to compare with the experience of prisoners not participating in the programme.

Positive impacts on prisoners’ mental health and wellbeing included increased confidence, social interactions with staff and other prisoners and gaining skills and qualifications and work experience, increasing potential for post-release employment.

Benefits of horticulture work on health are well established. However, to date, there is little research concerning the effects this work may have on mental wellbeing of prisoners both within prisons and more so upon their release back into the community.

The overarching question of this paper is, “What are the advantages of being an upwardly mobile academic?” The extant academic research on working-class academics has usually emphasized various kinds of “deficits” of working-class academics. In this paper, the author demonstrates that although class positions can constitute a formidable burden, they can translate into specific advantages in academia.

This study is based on the narrative, phenomenological approach, which has been applied in working-class studies and higher-education research. The empirical material comprises the collection of 25 narrative interviews conducted and analyzed according to the biographical narrative interpretive method (BNIM).

This paper looks at the experience of working-class academics from a holistic perspective, including both the downsides and upsides of being an “outsider within,” or “insider without.” It uncovers four assets of a working-class background – referred to as “navigational capital,” “revolutionary potential,” “wisdom” and a distinct “working-class pedagogy.”

The working-class pedagogy can be turned into support programs for working-class individuals. Their navigational capital can foster evolutionary changes and small improvements for the benefit of the entire academic community. Their revolutionary dispositions can trigger major reforms, and their unique experiences can be utilized as case studies in teaching.

This paper engages with the literature on the cultural mismatch and cleft habitus in the academic context. It analyzes the positive but rarely discussed aspects of being an upwardly mobile academic with a working-class background. By recognizing these unique assets, it engages with the literature on inclusive universities and can help make higher education more inclusive and sustainable.

This paper aims to explore the outcomes experienced by young people leaving care in Ireland today through the theoretical lens of social capital.

This paper presents selected qualitative data and its analysis that was gathered through a series of in-depth semi-structured interviews with three key informants (care leavers). In gathering interview data, the Biographic-Narrative Interpretive Method (BNIM) was selected, as it allowed the research participants a great deal of autonomy in recounting significant events from their own lives.

In drawing upon the lived experience of these care leavers, this work will discuss how their in-care and post-care experiences shaped their exposure to and development of sources of social capital, which in turn proved to be a significant factor in shaping their in-care and post-care outcomes.

Care leavers remain systemically disadvantaged in comparison to young people who have not been in care. Research has shown that children in care and care leavers are often disadvantaged educationally and experience higher rates of homelessness, unemployment and social isolation. This paper discusses the role of “social capital”, i.e. relationships that provide access to social and material resources and opportunities, in shaping care leavers exposure to and experience of these disadvantages.

To the best of the author’s knowledge, this work is the first in the Irish context to draw on the concept of social capital to explore its role in shaping the in-care and post-care experiences of care leavers in Ireland.

The purpose of this paper is to perform a typological analysis of research orientations in the field of organizational culture (OC) in order to provide a broad, original perspective on the nature of research in this field, beyond the current quantitative/qualitative dichotomy.

Documentary analysis, consisting of a content analysis of an appropriate and conceptually convenient selection of 200 source publications, was conducted. The analysis was performed in terms of four fundamental knowledge orientations and methodologies.

An analysis and description of the chosen set of examples for each of the four types of knowledge showed that, as with other areas in the field of organizational behavior and management (and also other scholarly disciplines), the typology finds clear expression in the area of OC.

In view of the aim and originality of the present paper, the sample size employed is not a worrying factor as sufficient and clear examples of each of the four basic types of research orientations have been provided. It is recommended that the broadly applicable knowledge (and by implication research) orientations that were introduced here, be considered by OC researchers. The analysis of fundamental approaches to research provides an inclusive perspective on the nature of different ways of studying and understanding OC. This should assist in expanding both scholarly and practitioner horizons. It is concluded that the analysis of research in the field of OC in terms of fundamental types of human knowledge provides a unique and expanded view on research in this area.

All stakeholders in the field of human resource management could benefit from taking cognizance of a broader perspective of knowledge development in the field of OC. The four-fold framework could also be utilized as a valuable source for restructuring and teaching of research methodology programs and courses in institutions of higher education, especially concerning the general need for greater attention to: theoretical (type I), and evaluation (type IV) research in management and organizational behavior.

The analysis of fundamental knowledge orientations provides an original and encompassing perspective on the nature of different approaches to the study and understanding of OC.

This paper aims to understand the relationship between family togetherness and consumption. This is important given the inherent tension permeating discourses of family consumption and a lack of a critical understanding about how togetherness is experienced, expressed and performed. The Nintendo Wii and Wii gaming were explicitly chosen to engage in a more nuanced understanding and to provide a route to access families in their natural consumption habitat.

An interpretive ethnographic methodology was utilised to investigate family consumption in context and used in conjunction with the biographical narrative interpretive method to capture reflective and detailed informants’ consumption experiences. Holistic content analysis was used to interpret and aid thematic development.

Opportunities for idealised family togetherness afforded by the Wii still appeal to family members. Idealised family togetherness is accessed through collective, “proper” Wii gaming but is ultimately unsustainable. Importantly, the authors see that relational togetherness and bonding is also possible, and as such, the lived experience, expression and performance of family togetherness are not prescriptive.

Family togetherness is a useful and important lens through which to understand the dynamic relationship between family, consumption and the marketplace. The authors suggest that current conceptualisations of togetherness are too idealised and prescriptive and should be open to critical rethinking and engagement by both academics and industry practitioners to communicate with and about families and to explore how to be part of relevant and meaningful family conversations.