Boycotters Who Don’T Boycott: Attitude-Behavior Inconsistency in an Anti-Consumption Movement

Drawing on literature related to dual attitudes (i.e., implicit and explicit), motivations for boycotting, and the consumer role, we present a theoretical framework to account for pseudo-boycotters - consumers who commit to a boycott and then purchase the boycotted products and brands. Preliminary results from depth interviews validate our conceptual framework. A series of experiments has been designed to further investigate the underlying mechanisms.



Citation:

Juan Wan and Aimee Huff (2011) ,"Boycotters Who Don’T Boycott: Attitude-Behavior Inconsistency in an Anti-Consumption Movement", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 775-776.

Authors

Juan Wan, Ivey School of Business, UWO, Canada
Aimee Huff, Ivey School of Business, UWO, Canada



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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