While the extant literature treats product/service/behavior adoption as a unified construct, the opposite process, disadoption, has yet to receive systematic attention as a stand-alone, general phenomenon. This paper takes the first steps toward proposing a general theory of disadoption and suggests a research agenda on this topic.
Donald Lehmann and Jeffrey Parker (2012) ,"Disadoption", 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: 313-317.
Donald Lehmann, Columbia University, USA
Jeffrey Parker, Georgia State University, USA
NA - Advances in Consumer Research Volume 40 | 2012
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