Stigma and Accommodation to Consumption Loss

Cristel Antonia Russell, American University, USA
Hope Jensen Schau, University of Arizona, USA
Using loss accommodation literature and a longitudinal research program examining consumers’ experience of four discontinued television programs, we unfold a model of consumer loss accommodation. We find evidence that stigma associated with some TV series impairs consumer loss accommodation, disabling access to transitive and connective resources that otherwise facilitate accommodation.
[ to cite ]:
Cristel Antonia Russell and Hope Jensen Schau (2013) ,"Stigma and Accommodation to Consumption Loss", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.