Klein, J. G., Smith N. C. & John, A. 2004 .Why we boycott: consumer motivations for boycott participation. Journal of Marketing. Vol. 68 (July): 92-109.
Key issue: motivations to boycott - a cost and benefit approach derived from the literature about helping.
Boycott is framed as a form of political consumption. A trend is identified in the history of boycotts: from broader socio-political goals such as civil rights to focus on corporate practice.
A decision-making model about boycotts is derived from helping literature. A trigger event (perceived egregious corporate behavior) gives a negative arousal. Then, a cost and benefit analysis of the consequences of engaging in the boycott is carried out by the consumer.
The factors predicting boycott participation are:
- desire to make a difference
- scope for self-enhancement
- counterarguments that inhibit boycotting
- cost to the boycotter of constrained consumption.
Boycotts are found to hurt brand image.
No comments:
Post a Comment