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Consumers’ propensity to resist: a contribution to the study of the disposition to oppose market influence attempts

Author

Listed:
  • Annie Banikema

    (LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - EESC-GEM Grenoble Ecole de Management - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management, UEVE - Université d'Évry-Val-d'Essonne)

  • Dominique Roux

    (RITM - Réseaux Innovation Territoires et Mondialisation - UP11 - Université Paris-Sud - Paris 11)

Abstract

The purpose of this article is to propose a dispositional approach to consumers' propensity to resist (CPR) that could predict critical behaviors in the marketplace. A literature review and a qualitative study are used to delineate the construct and its two dimensions – self-affirmation and self-protection. A measurement scale is then developed using four samples, two of which are representative. This data collection from 1721 individuals enables us to construct a final model that validates the relationships between the two dimensions of the CPR scale, its psychological antecedents and its effects on various consumption behaviors and critical orientations toward the market.

Suggested Citation

  • Annie Banikema & Dominique Roux, 2014. "Consumers’ propensity to resist: a contribution to the study of the disposition to oppose market influence attempts," Grenoble Ecole de Management (Post-Print) hal-02022204, HAL.
    • Handle: RePEc:hal:gemptp:hal-02022204
    DOI: 10.1177/2051570714533475
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    Cited by:

    1. Umut Ünal & Rıfgı Buğra Bağcı & Mertcan Taşçıoğlu, 2024. "The perfect combination to win the competition: Bringing sustainability and customer experience together," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4806-4824, July.
    2. Gioacchino Fazio & Stefano Fricano & Claudio Pirrone, 2022. "Piattaforme oil and gas e sviluppo turistico: evidenze da una analisi esplorativa sull’accettabilità del decommissioning circolare," Regional Economy, , vol. 6(Q2), pages 15-23.
    3. Hajiheydari, Nastaran & Delgosha, Mohammad Soltani & Olya, Hossein, 2021. "Scepticism and resistance to IoMT in healthcare: Application of behavioural reasoning theory with configurational perspective," Technological Forecasting and Social Change, Elsevier, vol. 169(C).

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