Management of Dissonance By Deviant Religious Consumers

Deviance from religious norms results in dissonance due to internal value conflict, or social consequences. In-depth interviews with deviants identify pan-ethnicization of beliefs, camouflage, de-norming of institution, and rationalization, as an addition to the existing set of dissonance management strategies, which can serve in promoting acceptance of communally barred well-being products.


Arti Srivastava (2018) ,"Management of Dissonance By Deviant Religious Consumers", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 69-69.


Arti Srivastava, Indian Institute of Management Udaipur, India


AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018

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