Market Resistance and Valentine's Day Events

8 Pages Posted: 17 Jan 2012

See all articles by Angeline Close Scheinbaum

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

George Zinkhan

affiliation not provided to SSRN

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

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:

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX Texas 78712
United States


Clemson University ( email )

Clemson, SC 29631
United States


George Zinkhan

affiliation not provided to SSRN ( email )

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