The narrative about the squandering lottery winner ending up alone and in debt has been shown to affect other lottery winners’ thinking about how to manage their money. Based on a narrative analysis of interviews with 14 Swedish lottery winners, this article considers the ways in which lottery winners present themselves and their post-winning life in counter-position to this story about the squandering winner. By spending their prize money responsibly in order to project moderate, non-luxury consumption, the winners are ‘rewarded’ by feelings of fortune, security, and happiness. Finally, the article discusses how this narrative about ‘the prospering winner’ might be understood in relation to norms about consumption and identity.
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