Politically Motivated Brand Rejection

This paper introduces the concept of politically motivated brand rejection (PMBR) as an emergent form of anti-consumption behavior. We define PMBR as the refusal to purchase and/or use a brand on a permanent basis because of its perceived association to a particular political ideology that the consumer is opposed to. Drawing from the findings of a qualitative study conducted in Turkey, we discuss three distinct sets of political ideologies that can lead to rejection of certain brands by some consumers. These include predatory globalization, chauvinistic nationalism, and religious fundamentalism.


Ozlem Sandikci and Ahmet Ekici (2008) ,"Politically Motivated Brand Rejection", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 213-216.


Ozlem Sandikci, Bilkent University, Turkey
Ahmet Ekici, Bilkent University, Turkey


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


D10. It's Meant for Me: When Serendipity Increases Word-of-Mouth

Colleen Patricia Kirk, New York Institute of Technology
Joann Peck, University of Wisconsin - Madison, USA
Claire Hart, University of South Hampton, UK
Constantine Sedikides, University of South Hampton, UK

Read More


R2. Brand-to-Brand Communications: How Consumers React to Flattery Between Brands

Lingrui Zhou, Duke University, USA
Katherine Crain, Duke University, USA
Keisha Cutright, Duke University, USA

Read More


The Identifiable Donor Effect

Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China

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.