Extending resistance theories, this article examines multi-method data spanning over seven years of events related to a holiday market. In the context of Valentine's Day, the authors present findings and develop knowledge on anti-consumption and alternative consumption. Specifically, this article introduces the recurring events of gift-resistance, retail-resistance, and market-resistance. Such consumer resistance often coexists with movements towards individualism and creation of more unique alternative consumption traditions.
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Volume (Year): 62 (2009) Issue (Month): 2 (February) Pages: 200-207 Download reference. The following formats are available: HTML
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