Sustaining Behavioural Change: The Power of Positive Emotions

This study explores emotions experienced by consumers who give up excessive drinking and considers how these emotions help consumers to sustain their healthy consumption behaviours. Current studies mostly focus on changing risky consumption behaviours (excessive drinking, smoking and gambling), rather than sustaining the positive behavioural change, which is a key challenge for consumers (Peattie and Peattie 2009; Scammon et al. 2011). Negative...