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Market-resistance and Valentine's Day events

Author

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  • Close, Angeline G.
  • Zinkhan, George M.

Abstract

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.

Suggested Citation

  • Close, Angeline G. & Zinkhan, George M., 2009. "Market-resistance and Valentine's Day events," Journal of Business Research, Elsevier, vol. 62(2), pages 200-207, February.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:2:p:200-207
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    References listed on IDEAS

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    Cited by:

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    3. Givi, Julian, 2021. "When a gift exchange isn’t an exchange: Why gift givers underestimate how uncomfortable recipients feel receiving a gift without reciprocating," Journal of Business Research, Elsevier, vol. 129(C), pages 393-405.
    4. Akbar, Payam & Hoffmann, Stefan, 2020. "Creating value in product service systems through sharing," Journal of Business Research, Elsevier, vol. 121(C), pages 495-505.
    5. Clinton Amos & Nancy Spears & Iryna Pentina, 2016. "Rhetorical Analysis of Resistance to Environmentalism As Enactment of Morality Play between Social and Ecological Well-Being," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 224-259, March.
    6. Marco Wolf & Shaun McQuitty, 2011. "Understanding the do-it-yourself consumer: DIY motivations and outcomes," AMS Review, Springer;Academy of Marketing Science, vol. 1(3), pages 154-170, December.
    7. Nguyen, Hieu P. & Munch, James M., 2011. "Romantic gift giving as chore or pleasure: The effects of attachment orientations on gift giving perceptions," Journal of Business Research, Elsevier, vol. 64(2), pages 113-118, February.
    8. Monika Kavaliauske & Edita Simanaviciute, 2015. "Brand Avoidance: Relations Between Brand-Related Stimuli And Negative Emotions," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 6(1).
    9. Givi, Julian, 2020. "(Not) giving the same old song and dance: Givers’ misguided concerns about thoughtfulness and boringness keep them from repeating gifts," Journal of Business Research, Elsevier, vol. 117(C), pages 87-98.

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