Consumer Experiences and Market Resistance: An Extension of Resistance Theories

Advances in Consumer Research, Vol. 34, pp. 256-262, 2007

Posted: 16 Jan 2012

See all articles by Angeline Close Scheinbaum

Angeline Close Scheinbaum

University of Texas at Austin

George Zinkhan

affiliation not provided to SSRN

Date Written: January 16, 2012

Abstract

We seek to advance understanding of consumers’ resistance manifest in the Valentine’s Day market. Our objectives include: to introduce a definition of 'market resistance', to understand and explain consumer experiences that are associated with resistance to a market and its related events, to show what consumers are moving towards via their acts of resistance.

To address the objectives, we use multiple methods. We focus on describing a category of experiences that are associated with resistance and creation of new traditions. The article is organized as follows. First, we conceptually define terms and introduce relevant areas of resistance theories. Second, we discuss the analytical methods, data analysis, and theme development. Then, we present findings and interpretation of meaning. To clarify the processes, we deploy constructs based in resistance theory. We ultimately discuss limitations, implications, and avenues for future research.

Keywords: consumer behavior, event marketing, market resistance

JEL Classification: M31

Suggested Citation

Scheinbaum, Angeline Close and Zinkhan, George, Consumer Experiences and Market Resistance: An Extension of Resistance Theories (January 16, 2012). Advances in Consumer Research, Vol. 34, pp. 256-262, 2007. Available at SSRN: https://ssrn.com/abstract=1985943

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

George Zinkhan

affiliation not provided to SSRN ( email )

Register to save articles to
your library

Register

Paper statistics

Abstract Views
430
PlumX Metrics