Situating healthcare and healthcare consumers in retailing
Summary, in English
This paper puts healthcare and its users into the retailing landscape, examining how a retailing space where health itself can be consumed as a commodity is legitimized and illustrating how individuals interpret their consumer identities in different social settings in the health markets. I conclude that, although retailing may not, and probably will not, be the ultimate remedy to an efficient healthcare, it offers a set of orders and rules that have been accepted and followed by a majority of individuals. While these individuals move across different spaces within retailing, they constantly negotiate with the social identities that are given by the society and adjust their behaviours accordingly. In this respect, healthcare consumer is a fluid and contested conception that is loaded with tensions between individual and collective values.
- Department of Service Studies
Conference paper: abstract
- Social Sciences Interdisciplinary
- Business Administration