It’S About Trust: the Diffusion of Deviant Consumer Behavior

When does deviant consumer behavior become accepted as non-deviant? Addressing this, a social diffusion process is modeled, which starts with individual adoptions, builds critical mass to where the behavior once labelled as deviant, becomes mainstream, resulting in a new emergent norm. Propositions are developed, supported by a comprehensive conceptual framework.



Citation:

Peter Voyer (2018) ,"It’S About Trust: the Diffusion of Deviant Consumer Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 444-450.

Authors

Peter Voyer, University of Windsor



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Dehumanization: Coping with Embarrassment in Consumer Purchases

Yixia Sun, Zhejiang University
Xuehua Wang, East China Normal University
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada

Read More

Featured

F11. Anti-Consumption for Sustainability: The Environmental Impact of Anti-Consumption Lifestyles, Environmentally Concerned Individuals and Ethical Consumers

Laurie Touchette, HEC Montreal, Canada
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada

Read More

Featured

“A Tale of Two Secrets”: Examining the Diverging Effects of Secrecy on Consumption Enjoyment

Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Xiaoyan Deng, Ohio State University, USA
Lei Jia, Ohio State University, USA

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.