The transformative service paradox: the dilemma of wellbeing trade-offs

What is it about?

This research finds that consumers engaging with transformative services encounter a 'transformative service paradox' where they are forced to trade-off different types of wellbeing, as well as trading off their own wellbeing against that of society. For example, using air-conditioning benefits physical wellbeing in the now, but harms financial wellbeing (and environmental/societal wellbeing) in the future.

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