The Heat Up / Cool Down-Model of Boycotting

Stefan Hoffmann, University of Kiel, Germany
Wassili Lasarov, University of Kiel, Germany
Ulrich Orth, University of Kiel, Germany
Karoline Held, University of Kiel, Germany
Many consumer boycott companies deemed socially irresponsible but stop boycotting after a while. This paper analyzes this phenomenon, suggesting a “heat-up”- and a “cool-down”-phase. Study 1 analyzes antecedents in the heat-up-phase. Study 2 investigates reactions in media. Study 3 explores forces underlying changes in boycott motivation, focusing on subjective costs.
[ to cite ]:
Stefan Hoffmann, Wassili Lasarov, Ulrich Orth, and Karoline Held (2016) ,"The Heat Up / Cool Down-Model of Boycotting", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 484-484.