Getting Rid of Possessions to Get Back At People: Rejection and Consumer Disposal Choices

Virginia Weber, University of Alberta, Canada
Jennifer Argo, University of Alberta, Canada
Jonah Berger, University of Pennsylvania, USA
Across three studies we examine consumer disposal choices when individuals are rejected by a group to which they belong. We find that consumers are more likely to dispose of and ruin group identity-related possessions after rejection, particularly when there is no potential to reintegrate with the group. Implications are discussed.
[ to cite ]:
Virginia Weber, Jennifer Argo, and Jonah Berger (2013) ,"Getting Rid of Possessions to Get Back At People: Rejection and Consumer Disposal Choices", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.