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.


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.


Aubrey R. Fowler III, University of Nebraska, Lincoln


NA - Advances in Consumer Research Volume 34 | 2007

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