Market-resistance and Valentine's Day events

Angeline G. Close and George M. Zinkhan

Journal of Business Research, 2009, vol. 62, issue 2, 200-207

Abstract: Extending resistance theories, this article examines multi-method data spanning over seven years of events related to a holiday market. In the context of Valentine's Day, the authors present findings and develop knowledge on anti-consumption and alternative consumption. Specifically, this article introduces the recurring events of gift-resistance, retail-resistance, and market-resistance. Such consumer resistance often coexists with movements towards individualism and creation of more unique alternative consumption traditions.

Keywords: Alternative; consumption; Anti-consumption; Consumer; creation; Holiday; marketing; Event; marketing; Gift; exchange; Market-resistance (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:2:p:200-207

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