Donald Lehmann, Columbia University, USA
Jeffrey Parker, Georgia State University, USA
While the extant literature treats product/service/behavior adoption as a unified construct, the opposite process, disadoption, has yet to receive systematic attention as a stand-alone, general phenomenon. This paper takes the first steps toward proposing a general theory of disadoption and suggests a research agenda on this topic.
[ to cite ]:
Donald Lehmann and Jeffrey Parker (2012) ,"Disadoption", 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: 313-317.