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Consumers’ neutralization strategies to counter normative pressure : The case of illegal downloading

Author

Listed:
  • Philippe Odou

    (REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne)

  • Gaêl Bonnin

    (UB - Université de Bourgogne)

Abstract

The process of neutralization of normative pressure by consumers, which allows the performance of deviant practices while maintaining the attachment to the norm, has not been sufficiently studied. Our analysis, in the case of illegal downloading, shows that consumers produce an autonomous discursive set, articulated around three defensive strategies (disempowerment as neutralizing, pragmatic neutralization, ideological neutralization) and accept internal contradiction.

Suggested Citation

  • Philippe Odou & Gaêl Bonnin, 2014. "Consumers’ neutralization strategies to counter normative pressure : The case of illegal downloading," Post-Print hal-02048742, HAL.
    • Handle: RePEc:hal:journl:hal-02048742
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    Cited by:

    1. Bénédicte Bourcier-Béquaert & Loréa Baïada-Hirèche & Anne Sachet-Milliat, 2022. "Cure or Sell: How Do Pharmaceutical Industry Marketers Combine Their Dual Mission? An Approach Using Moral Dissonance," Journal of Business Ethics, Springer, vol. 175(3), pages 555-581, January.

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