Consumer Experiences and Market Resistance: an Extension of Resistance Theories
In this article, we expand resistance theory via a long-term study of consumers’ expectations, experiences, and re-creations of traditions. We introduce the notion of “market resistance,” which refers to a behavioral opposition to status-quo behaviors and traditions associated with a particular market. Using multiple methods, we find links between consumer characteristics and market resistance in the context of the Valentine’s Day market. Key characteristics associated with resistance include unfulfilled expectations, exclusion, terminal materialism, obligations, role exhaustion, and low need perception. The resulting framework includes the co-existing acts of purposeful resistance and consumer creation.
Angeline Close and George Zinkhan (2007) ,"Consumer Experiences and Market Resistance: an Extension of Resistance Theories", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 256-262.
Angeline Close, University of Nevada Las Vegas
George Zinkhan, The University of Georgia
NA - Advances in Consumer Research Volume 34 | 2007
P12. Disclosure of Project Risk in Crowdfunding
Jooyoung Park, Peking University
KEONGTAE KIM, Chinese University of Hong Kong, China
R14. Are Lonely Consumers Loyal Consumers? Loneliness Breadth and Depth
Eunyoung Jang, Oklahoma State University, USA
Zachary Arens, Oklahoma State University, USA
Moral Arguments Are Most Persuasive in Changing Attitudes of Opponents of Genetically Modified Foods
Sydney Scott, Washington University, USA
Yoel Inbar, University of Toronto, Canada
Paul Rozin, University of Pennsylvania, USA