..., using eye-tracking to explore these effects across scenarios involving deviant consumer behavior, such as choosing copycat or illegal brands. This study aims to deepen understanding of the cognitive dynamics behind defensive consumer responses. Design/methodology/approach This study comprises three...

...Paula Dootson; Kim A. Johnston; Ian Lings; Amanda Beatson Purpose Deviant consumer behavior (DCB) has serious negative effects on organizations, employees and other customers. While research to date has largely focused on understanding why consumers engage in deviant behaviors, less focus has been...