Occupational dream pursuit: decision making and consumption behaviors
Marketing and Professional Sales
Purpose The 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/approach Open-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. Findings Through 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/implications This study highlights the role of positive emotions, personal growth, consumption motives and behaviors in ODP. Originality/value Dreams 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 of Consumer Marketing
Digital Object Identifier (DOI)