Modelling Everyday Consumer Behavior: the Case of Restricted Consumption

Justine M. Rapp, University of San Diego, USA
Ronald Paul Hill, Villanova University, USA
Donald Lehmann, Columbia University, USA
Many consumers face a number of restrictions to acquisition and consumption of marketed commodities. This study seeks to understand consumer recognition, reaction, and behavioral intensions stemming from states of restricted consumption. Findings illustrate more positive consumer emotion states through self-imposed, permanent restriction situations.
[ to cite ]:
Justine M. Rapp, Ronald Paul Hill, and Donald Lehmann (2012) ,"Modelling Everyday Consumer Behavior: the Case of Restricted Consumption", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 769-770.