Deshopping – the art of illicit consumption Available to Purchase

Draws on the findings of a quantitative survey and a number of qualitative focus groups and interviews to explore consumer behaviour and reasoning concerning the return of products. The findings serve as the basis for the discussion of the special case of returns deliberately premeditated at the point of purchase, a behaviour pattern termed “deshopping”. The incidence, key features and causes of “deshopping” behaviour are explored. Findings clearly illustrate the interplay of the functional, experiential and symbolic aspect of the consumption process as underpinning this behaviour pattern. Furthermore, they point to a cognitive lag between legal and perceived contract which hinges on the concept of “newness”, tied to the use of the exchange value rather than the symbolic value of the product. Deshopping serves as a financial and social risk reducing strategy which is unique in that it can be applied after the time of purchase.