Different Ways of Saying Goodbye: Outlining Three Types of Abandonment of a Product Category

This paper investigates meanings that motivate and that arise from abandonment of a product category. Analyses of 15 in-depth interviews with 16 Brazilian consumers who gave up automobile ownership suggest abandonment as a process. Three types of abandonment were also outlined: 1) contingent; 2) positional; and 3)ideological.


Maribel Suarez and Marie Agnes Chauvel (2012) ,"Different Ways of Saying Goodbye: Outlining Three Types of Abandonment of a Product Category", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 974-975.


Maribel Suarez, Federal University of Rio de Janeiro, Brazil
Marie Agnes Chauvel, Federal University of São Joao del Rei, Brazil


NA - Advances in Consumer Research Volume 40 | 2012

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