Consumers' propensity to resist: the volitive dimension of consumer resistant behaviors

Annie Banikema () and Bhatli Bhatli
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Annie Banikema: UPE - Université Paris-Est
Bhatli Bhatli: UPE - Université Paris-Est

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Abstract: Earlier researches on the topic of consumer resistance permit better understanding of the causes, manifestations and consequences of the phenomenon, mainly focusing on the situational contexts of consumers' resistant action. This paper examines consumer resistance in an individual perspective, analyzing the propensity to resist as an individual variable antecedent to these behaviors. Our aim is to explore an individual disposition, consumers' propensity to resist (CPR), which in appropriate situations would explain why some consumers and not others tend to offer resistance. Thus, we model actual resistance behaviors as a function of personal (or psychological) and situational factors.

Date: 2011-07-19
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Published in 15th AMS World Marketing Congress, Academy of Marketing Science, Jul 2011, Reims, France. pp.198, ⟨10.1007/978-3-319-50008-9_54⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04316958

DOI: 10.1007/978-3-319-50008-9_54

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