Hostile Consumption Communities: Unwelcoming New Consumers

Conflict is rife within consumption communities, yet little is known about how this shapes the beginnings of the consumer journey. This study illustrates how hostile communities shape new consumer experiences and the tensions that arise. For new consumers, parasocial relationships with online mentors emerge as an important coping practice.


Clarice Huston, Angela Cruz, and Eloise Zoppos (2021) ,"Hostile Consumption Communities: Unwelcoming New Consumers", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 325-326.


Clarice Huston, Monash University
Angela Cruz, Monash University
Eloise Zoppos, Monash University


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations

Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA

Read More


How Categories Transform Markets through Non-Collective, Non-Strategic Collaboration

Pierre-Yann Dolbec, Concordia University, Canada
Shanze Khan, Concordia University, Canada

Read More


How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities

Mansur Khamitov, Nanyang Technological University, Singapore
Xin (Shane) Wang, Western University, Canada
Matthew Thomson, Western University, Canada

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.