Hooligan’S Holiday: Rethinking Deviant Consumer Behavior and Marketing
Marketers have, through the years, touched upon a variety of behaviors that are considered to be aberrant, inappropriate, illicit, disreputable, and otherwise undesirable by marketers, consumers, and society at large. The following paper points out the limitations of current definitions of deviant consumer behavior and provides a framework for exploring such behaviors. The author identifies four distinct categories of consumer behavior based upon the dimensions of institutional and cultural norms. Those behavioral categories include abiding, anomic, carnivalesque, and aberrant behaviors. The paper ends with a brief discussion of three of these behavior types as well as suggestions for future research.
Citation:
Aubrey R. Fowler III (2007) ,"Hooligan’S Holiday: Rethinking Deviant Consumer Behavior and Marketing", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 45-46.
Authors
Aubrey R. Fowler III, University of Nebraska, Lincoln
Volume
NA - Advances in Consumer Research Volume 34 | 2007
Share Proceeding
Featured papers
See MoreFeatured
Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising
Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Featured
Born to Shop? A Genetic Component of Deal Proneness
Robert M Schindler, Rutgers University, USA
Vishal Lala, Pace University
Jeanette Taylor, Florida State University
Featured
With or Without You: When Second Person Pronouns Engage Listeners
Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA