Using Space As a Weapon: the Effects on Social Norm Violations on Consumer Territorial Defense

Lily Lin, University of British Columbia, Canada
Darren W. Dahl, University of British Columbia, Canada
Jennifer Argo, University of Alberta, Canada
We examined individuals’ reactions toward another consumer who had violated a social norm in the consumer context. In two experiments, we found that consumers tended to punish norm violators through territorial defense, even when it was costly for them do so.
[ to cite ]:
Lily Lin, Darren W. Dahl, and Jennifer Argo (2011) ,"Using Space As a Weapon: the Effects on Social Norm Violations on Consumer Territorial Defense ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.