|Appears in Collections:||Marketing and Retail Journal Articles|
|Peer Review Status:||Refereed|
|Title:||Attitudinal and Behavioral Resistance: A Marketing Perspective|
Close, Angeline G
Zayer, Linda Tuncay
|Citation:||Tinson J, Close AG, Zayer LT & Nuttall P (2013) Attitudinal and Behavioral Resistance: A Marketing Perspective, Journal of Consumer Behaviour, 12 (6), pp. 436-448.|
|Abstract:||Resistance to ritual practice and related consumption behavior has been under-researched in both marketing and consumer research, although it has significant implications for business and consumers. In this paper, the authors offer an explanation of attitudinal and behavioral resistance by reporting on the findings of a qualitative interpretative study of those self-identifying as high school prom resistors. Four types of resistance are posited, that is, identity-positioning resistors, identity-protecting resistors, emotional resistors, and apathetic resistors. Characteristics of the typology are developed and consequences of their behaviors discussed. Theoretical and managerial consequences are proposed. Understanding resistance to prom may lead to improved service provision, better targeting of communication messages (e.g., advertising), overcoming event dilution as well as generating positive word of mouth, and reducing consumer regret. This research expands the theoretical understanding of attitudinal and behavioral resistance by bringing new evidence as to the individual and social identity processes by which resistance develops. This study helps to better understand opposition to positional consumption as well as extending our understanding of why individuals resist consumption and related practice. Two new concepts are also identified and discussed, namely "event dilution" and "regret through resistance". Managerial implications (contextual and for marketplace rituals) are posited.|
|Rights:||The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.|
|Tinson_et_al-2013-Journal_of_Consumer_Behaviour.pdf||519.05 kB||Adobe PDF||Under Permanent Embargo Request a copy|
Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.
This item is protected by original copyright
Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.
If you believe that any material held in STORRE infringes copyright, please contact email@example.com providing details and we will remove the Work from public display in STORRE and investigate your claim.