“Consumer-to-Brand Impoliteness” in luxury stores

In this article, we use Impoliteness Theory, defined as an intentional “face-threatening” deviant act, to understand consumer misbehavior in the luxury store subculture. Using a qualitative study based on Grounded Theory, we interviewed 14 luxury consumers and 18 salespeople working in luxury stores. We discovered that consumers use impoliteness in a normative exchange setting as a means of formulating their opposition to a brand’s symbolic violence. Our research on deviant consumer behavior in luxury stores brings to light a new concept: “Consumer-to-Brand Impoliteness”. Furthermore, we unveil four Consumer-to-Brand Impoliteness practices: “Being Crude”, “Interfering”, “Mastering”, and finally, “Blaspheming”. In a normative exchange context, understanding the underlying meanings of Consumer-to-Brand Impoliteness enables store managers to shape their responses according to the perceived level of such impoliteness practices.