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

Share Proceeding

Featured papers

See More


Neural pattern similarity reveals brand equity

Feng Sheng, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA

Read More


Public Discourse and Cultural Valorization in the Cancer Marketplace

Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA
Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark
Sonya Grier, American University, USA

Read More


E12. Green versus Premium Choice and Feelings of Pride

Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná

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.