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Cultivating hope

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Journal of Consumer Culture

Published online on


Building on prior theorizing on hope, dramaturgy of emotions, and the notion of transfiguration, this paper examines how the Weight Watchers brand elicits and embodies hope among its consumers. Based on the findings from a qualitative study of Weight Watchers, the authors propose a three-stage conceptualization of brand-centric hope cultivation. This conceptualization highlights the importance of collective processes in hope emergence, elevation, and emplacement in which religious vernacular guides how Weight Watchers express and experience brand-centric hope.