Self-Concept Maintenance Strategies in Consumers’ Online Response to a Boycott
This study investigates self-concept maintenance strategies in consumers’ social media reactions to the boycott of an international retail brand. A content analysis of consumers’ public posts (N = 81) on the brand’s official Facebook page indicates the use of defensiveness, self-affirming reflections, and positivity embracement as self-concept maintenance strategies.
Olivia Stacie-Ann Bravo (2019) ,"Self-Concept Maintenance Strategies in Consumers’ Online Response to a Boycott", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 467-468.
Olivia Stacie-Ann Bravo, Florida State University, USA
NA - Advances in Consumer Research Volume 47 | 2019
Using a Meta-Analysis to Unravel Relative Importance of Postulated Explanations for the Endowment Effect
Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
David J. Curry, University of Cincinnati, USA
Silencing the Call of the Sirens
Janet Schwartz, Tulane University, USA
When Zero Prices Backfire: A Dual-Process Model for Understanding Consumers’ Reactions to Zero Prices
Fengyan Cai, Shanghai Jiao Tong University
Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA