Rising Every Time They Fall: the Importance and Determinants of Consumer Resilience

Joan Ball, St. John's University, USA
Cait Lamberton, University of Pittsburgh, USA
While the majority of resilience research has considered its extreme manifestations (pathological failure or heroic triumph), we present qualitative and quantitative data arguing that understanding everyday expressions of resilience may be critical for marketers, who desire consumer persistence, and consumers, who wish to reach their consumption goals.
[ to cite ]:
Joan Ball and Cait Lamberton (2015) ,"Rising Every Time They Fall: the Importance and Determinants of Consumer Resilience", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 191-196.