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
How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister
Stephanie Kogler, University of Innsbruck, Austria
The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences
Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA
Only "$20 More": Additional Price Framing Increases the Choice of Upgraded Products and Services
Thomas Allard, Nanyang Technological University, Singapore
David Hardisty, University of British Columbia, Canada
Dale Griffin, University of British Columbia, Canada