Framing the Negative Self: Consumers and Consumption




Margo Buchanan-Oliver, The University of Auckland

Tatum Savage, Sony



Negative consumption concerns those products a consumer chooses not to buy, and the concept of the feared self is used to explore that state This exploratory, emic research sought an increased understanding of the feared self, and the subsequent role played by negative product-user stereotypes, in negative consumption. It found that the conceptualised feared self was not as influential on negative consumption as the experiential feared self, and that negative product-user stereotypes emit the greatest influence on negative consumption.


Dr Margo Buchanan-Oliver and Tatum Savage (2006) ,"Framing the Negative Self: Consumers and Consumption", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 350-351.


Dr Margo Buchanan-Oliver and Tatum Savage


NA - Advances in Consumer Research Volume 33 | 2006

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