Different Ways of Saying Goodbye: Outlining Three Types of Abandonment of a Product Category

Maribel Suarez, Federal University of Rio de Janeiro, Brazil
Marie Agnes Chauvel, Federal University of São Joao del Rei, Brazil
This paper investigates meanings that motivate and that arise from abandonment of a product category. Analyses of 15 in-depth interviews with 16 Brazilian consumers who gave up automobile ownership suggest abandonment as a process. Three types of abandonment were also outlined: 1) contingent; 2) positional; and 3)ideological.
[ to cite ]:
Maribel Suarez and Marie Agnes Chauvel (2012) ,"Different Ways of Saying Goodbye: Outlining Three Types of Abandonment of a Product Category", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 974-975.