Consumers’ propensity to resist: a contribution to the study of the disposition to oppose market influence attempts

Annie Banikema () and Dominique Roux ()
Additional contact information
Annie Banikema: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management, UEVE - Université d'Évry-Val-d'Essonne
Dominique Roux: RITM - Réseaux Innovation Territoires et Mondialisation - UP11 - Université Paris-Sud - Paris 11

Post-Print from HAL

Abstract: The purpose of this article is to propose a dispositional approach to consumers' propensity to resist (CPR) that could predict critical behaviors in the marketplace. A literature review and a qualitative study are used to delineate the construct and its two dimensions – self-affirmation and self-protection. A measurement scale is then developed using four samples, two of which are representative. This data collection from 1721 individuals enables us to construct a final model that validates the relationships between the two dimensions of the CPR scale, its psychological antecedents and its effects on various consumption behaviors and critical orientations toward the market.

Keywords: Personality trait; Scale development; Consumer resistance; Propensity to resist (search for similar items in EconPapers)
Date: 2014-06-01
References: Add references at CitEc
Citations: View citations in EconPapers (4)

Published in Recherche et Applications en Marketing (English Edition), 2014, 29 (2), pp.32-56. ⟨10.1177/2051570714533475⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02022204

DOI: 10.1177/2051570714533475

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().