Essays on Vitality and Consumption

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School of Business | Doctoral thesis (article-based)
Degree programme
Aalto University publication series DOCTORAL DISSERTATIONS, 49/2020
Vitality is a positive subjective concept composed of physiological and psychological energy, which may vary in its level in accordance with certain influencers and can be regulated and harnessed by a person possessing it. Vitality entails numerous beneficial consequences for individual physical and psychological healthiness. Despite the current popularity of vitality in consumption and management practice, theoretical knowledge on the concept remains somewhat fragmented.  The aim of the doctoral research is to explore the link between vitality and consumer behavior by providing a concise description of vitality and outlining a better understanding of its consumption-related drivers and consequences. Over the course of four essays, I examine vitality through the consumer behavior lens by conceptualizing vitality, developing a consumer-based definition of vitality, identifying consumption behavior that correlates positively with vitality, and analyzing how marketing tools can modify consumers' perceptions of vitality and the consequences of vitality on peoples' purchase behavior.
The public defense on 17th April 2020 will be organized via remote technology, starting at 13.00. Join Zoom meeting here: (For more information about Zoom, please, visit:
Supervising professor
Falk, Tomas, Prof., Aalto University, Department of Marketing, Finland
Wittkowski, Kristina, Prof., Aalto University, Department of Marketing, Finland
vitality, self determination, cue utilization, purchase behavior
Other note
  • [Publication 1]: Lavrusheva, Olga. The concept of vitality. Review of the vitality-related research domain. New Ideas in Psychology, 2020, (56).
    DOI: 10.1016/j.newideapsych.2019.100752 View at publisher
  • [Publication 2]: Lavrusheva, Olga; Falk, Tomas; Wittkowski, Kristina; Mattila, Pekka (2019). Understanding vitality-oriented consumption. Unpublished essay.
  • [Publication 3]: Lavrusheva, Olga; Klein, Jan F.; Falk, Tomas (2019). Meet by clothes, see off by mind: how packaging materials affect consumers' food perceptions and purchase intentions. Unpublished essay.
  • [Publication 4]: Vehmas, Kaisa, Lavrusheva, Olga, Seisto, Anu, Poutanen, Kaisa, Nordlund, Emilia. Consumer insight on a snack machine producing healthy and customized foods at point of consumption. British Food Journal, 2019.