Boycotters Who Don’T Boycott: Attitude-Behavior Inconsistency in an Anti-Consumption Movement

Juan Wan, Ivey School of Business, UWO, Canada
Aimee Huff, Ivey School of Business, UWO, Canada
Drawing on literature related to dual attitudes (i.e., implicit and explicit), motivations for boycotting, and the consumer role, we present a theoretical framework to account for pseudo-boycotters - consumers who commit to a boycott and then purchase the boycotted products and brands. Preliminary results from depth interviews validate our conceptual framework. A series of experiments has been designed to further investigate the underlying mechanisms.
[ to cite ]:
Juan Wan and Aimee Huff (2011) ,"Boycotters Who Don’T Boycott: Attitude-Behavior Inconsistency in an Anti-Consumption Movement", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 775-776.