Creating the Flawed Hero: Consumer Movement Framing in the Online Environment

Employing a New Social Movement perspective, we conduct a netnographic analysis to examine how members frame consumer movements in the online environment. We find that rather than adhering to traditional activist roles, members position themselves as persistent “flawed heroes” who inform others of important truths.


Jeff Wiebe and Jay Handelman (2016) ,"Creating the Flawed Hero: Consumer Movement Framing in the Online Environment", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 746-746.


Jeff Wiebe, Queens University, Canada
Jay Handelman, Queens University, Canada


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


The Influence of Goal Specificity on Planning Effectiveness: A Meta-Analysis

Ekaterina Napolova, University of Technology Sydney
Francois Carrillat, University of Technology Sydney
Leona Tam, University of Technology Sydney

Read More


Two-By-Two: Categorical Thinking About Continuous Bivariate Data

Bart de Langhe, ESADE Business School, Spain
Philip M. Fernbach, University of Colorado, USA
Julie Schiro, University College Dublin

Read More


O9. The Role of Numerical Identification in Customer Reaction toward Service Failure

JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

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.