Consumers’ neutralization strategies to counter normative pressure: The case of illegal downloading

Philippe Odou () and Gaêl Bonnin
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Philippe Odou: REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne
Gaêl Bonnin: UB - Université de Bourgogne

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Abstract: The process of neutralization of normative pressure by consumers, which allows the performance of deviant practices while maintaining the attachment to the norm, has not been sufficiently studied. Our analysis, in the case of illegal downloading, shows that consumers produce an autonomous discursive set, articulated around three defensive strategies (disempowerment as neutralizing, pragmatic neutralization, ideological neutralization) and accept internal contradiction.

Keywords: illegal downloading; neutralization theory; internet; consumer resistance; consumer deviance (search for similar items in EconPapers)
Date: 2014-03-04
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Citations: View citations in EconPapers (1)

Published in Recherche et Applications en Marketing (English Edition), 2014, 29 (1), pp.103-121

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02048742

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