Rejoinder: Spilling More Beans on Political Consumerism: It’s More of the Same Tune

9 Pages Posted: 21 Sep 2022

Date Written: September 9, 2022


Lelkes (2022) and Bronnenberg and Dube (2022) provide thoughtful comments on Liaukonyte et al. (2022) and give additional context for how our work relates to the broader literature on political consumerism, polarization, and corporate political engagement. The comments also highlight important areas for future research especially as they relate to the generalizability of our findings, identification challenges, and consumer motivation to engage in political consumerism. In this rejoinder we expand on each of these three points. In revisiting the generalizability angle, we also document the aftermath of another high-profile social media boycott campaign: widely-publicized calls to boycott Spotify did not harm Spotify's subscriber numbers or revenue, which grew at a similar rate as before the controversy. We discuss this and other similarities between the Spotify and Goya boycotts.

Keywords: Political Consumerism, Boycott, Buycott, Social Media

Suggested Citation

Liaukonyte, Jura and Tuchman, Anna and Zhu, Xinrong, Rejoinder: Spilling More Beans on Political Consumerism: It’s More of the Same Tune (September 9, 2022). Available at SSRN: or

Jura Liaukonyte (Contact Author)

Cornell University ( email )

347 Warren Hall
Ithaca, NY 14853
United States

Anna Tuchman

Northwestern - Kellogg ( email )

Kellogg School of Management
2001 Sheridan Rd.
Evanston, IL 60208
United States

Xinrong Zhu

Imperial College London ( email )

South Kensington Campus, Exhibition Rd, London SW7
London SW7

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