When Size Matters: Exploring Perceptions and Justifications of Deviant Consumer Behavior.

Larry Neale, Queensland University of Technology, Australia
Sam Fullerton, Eastern Michigan University, USA & Potchefstroom Business School, Republic of South Africa
Paula Dootson, Queensland University of Technology, Australia
Deterrence strategies for deviant consumer behavior are criticised for their ‘one size fits all’ approach. In two studies, this paper examines how the size of harm and size of victim influences consumer perceptions of deviant consumer behavior. Deterrence strategies are recommended that overcome the differences in consumer perceptions of deviance.
[ to cite ]:
Larry Neale, Sam Fullerton, and Paula Dootson (2014) ,"When Size Matters: Exploring Perceptions and Justifications of Deviant Consumer Behavior.", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 298-301.