Disadoption Through the Relationship Lens

This presentation explores the untapped potential of relationship concepts in explaining consumer disadoption. We investigate disadoption in the context of brand marriages, flings, abusive partnerships, adversaries, and exchange relationships. Our frameworks build from core relationship principles to shed light on the meaning-laden, psycho-social processes through which relationships deteriorate and end.


Susan Fournier, Claudio Alvarez, and Jill Avery (2012) ,"Disadoption Through the Relationship Lens", 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.


Susan Fournier, Boston University, USA
Claudio Alvarez, Boston University, USA
Jill Avery, Simmons School of Management


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


My Money is Yours, but My Time is Still Mine: Inseparability of Consumption from the Self Increases Control and Giving

John P. Costello, Ohio State University, USA
Selin A. Malkoc, Ohio State University, USA

Read More


E2. Donation versus Adoption: How the Mode of Helping Moderates the Effect of Emotions on Helping

Ziqi Shang, Renmin University of China
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA

Read More


N5. Mixed Feelings, Mixed Baskets: How Emotions of Pride and Guilt Drive the Relative Healthiness of Sequential Food Choices

Julia Storch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jing Wan, University of Groningen, The Netherlands

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.