10A Marketer-Driven Social Movements and Wicked Problems of Consumption

The study examines marketer-driven social movements, and the process through which they can help address problematic consumer behavior that is resistant to interventions at the individual level. The study also highlights the crucial supporting role that marketers play in helping new social movements take root and enact lasting positive social change.


Alexei Gloukhovtsev, Tomas Falk, Laura Rosenberg, and Emma Maria Salminen (2019) ,"10A Marketer-Driven Social Movements and Wicked Problems of Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 970-970.


Alexei Gloukhovtsev, Aalto University, Finland
Tomas Falk, Aalto University, Finland
Laura Rosenberg, Aalto University, Finland
Emma Maria Salminen, Aalto University, Finland


NA - Advances in Consumer Research Volume 47 | 2019

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