8 Pages Posted: 17 Jan 2012
Date Written: November 1, 2007
The marketing system influences holiday exchange traditions; however, there are times when consumers resist this influence. Here, we expand resistance theory in the areas of ambivalence, reactance, and directive non-compliance via a study of consumers’ traditions and counter-traditions in the context of a commercially constructed holiday (i.e., Valentine’s Day). We develop theories of “market resistance” — an opposition to traditions in a marketplace, with the purpose of creating new behaviors. Using multiple methods spanning six years, we illustrate themes that contribute to market resistance. Themes include: escalating expectations, exclusion, materialism and terminal gift syndrome, obligations, role exhaustion, and a low need of specified holiday exchange traditions.
Keywords: Event Marketing, Ritual, Consumer Behavior, Emotions, Love
JEL Classification: M31
Suggested Citation: Suggested Citation
Scheinbaum, Angeline Close and Zinkhan, George, Market Resistance and Valentine's Day Events (November 1, 2007). Journal of Business Research, Vol. 62, No. 2, 2009. Available at SSRN: https://ssrn.com/abstract=1985881