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

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