The Heat Up / Cool Down-Model of Boycotting

Many consumer boycott companies deemed socially irresponsible but stop boycotting after a while. This paper analyzes this phenomenon, suggesting a “heat-up”- and a “cool-down”-phase. Study 1 analyzes antecedents in the heat-up-phase. Study 2 investigates reactions in media. Study 3 explores forces underlying changes in boycott motivation, focusing on subjective costs.


Stefan Hoffmann, Wassili Lasarov, Ulrich Orth, and Karoline Held (2016) ,"The Heat Up / Cool Down-Model of Boycotting", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 484-484.


Stefan Hoffmann, University of Kiel, Germany
Wassili Lasarov, University of Kiel, Germany
Ulrich Orth, University of Kiel, Germany
Karoline Held, University of Kiel, Germany


NA - Advances in Consumer Research Volume 44 | 2016

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