Framework of types of consumer resistance based on the underlying consumer dispositions
| Type of consumer resistance | Underlying consumer dispositions | Description |
|---|---|---|
| Moral/ethical resistance | Divided marketplace moral sentiments (Aboelenien and Arsel, 2024); boycotts driven by moral objections (Kim et al., 2022; Krüger et al., 2024); sustainable consumer product disposition (Kundu et al., 2024) | Resistance arises from moral or ethical objections to a market, product, or practice. It may manifest as abstaining from participation, engaging in protest or opting for alternatives that reflect one’s ethical principles, such as sustainable consumption |
| Identity-based resistance | Consumer ethnocentrism (Shimp and Sharma, 1987; De Nisco et al., 2016; Bizumic, 2019); strong ethnic identification (Cleveland and Bartikowski, 2023); patriotism (Mishra et al., 2023) | Resistance driven by a preference for one’s own group (nation, ethnicity) and a refusal of foreign alternatives due to a sentiment of national pride or cultural identity. This involves supporting local products and potentially abstaining from purchasing foreign goods |
| Emotionally-driven resistance | Consumer animosity (Klein et al., 1998; Cheah et al., 2016; Fong et al., 2022; Krüger et al., 2024) | Resistance fueled by negative emotions (such as anger, resentment, hatred) toward a particular foreign nation due to political, economic or historical circumstances. This results in a purposeful refusal to engage with products originating from that specific country, irrespective of their quality or other attributes |
| Resistance to marketing influence | High consumer independence (Goldsmith et al., 2012); defensive processing (Darke and Ritchie, 2007; Mandler et al., 2023); strong consumer self-regulation (Francke and Carrete, 2023) | Resistance to persuasive marketing techniques may involve critically evaluating advertising, trusting personal judgment over external influences and practicing impulse control in relation to marketing strategies |
| Behavioral resistance (boycotts) | Consumer animosity (Klein et al., 1998; Cheah et al., 2016; Fong et al., 2022; Krüger et al., 2024); consumer ethnocentrism (Shimp and Sharma, 1987; De Nisco et al., 2016; Bizumic, 2019); divided marketplace moral sentiments (Aboelenien and Arsel, 2024); moral objections (Kim et al., 2022; Krüger et al., 2024) | A straightforward way of opposing something that involves either organized or individual refusal to buy goods or services from a particular company, industry or country in protest against perceived injustices, unfair behaviors or moral concerns. This conduct is frequently driven by deep-rooted beliefs such as moral principles, resentment or ethnocentrism |
| Cognitive resistance | Defensive processing (Darke and Ritchie, 2007; Mandler et al., 2023); skepticism toward marketing messages (implied by consumer independence—Goldsmith et al., 2012) | Mental processes encompassing critical assessment, skepticism and dismissal of marketing information or brand assertions. This resistance operates at a cognitive level, influencing consumers’ processing and reaction to marketing cues, potentially leading to minimal persuasion and avoidance of the advertised products or services |
| Type of consumer resistance | Underlying consumer dispositions | Description |
|---|---|---|
| Moral/ethical resistance | Divided marketplace moral sentiments ( | Resistance arises from moral or ethical objections to a market, product, or practice. It may manifest as abstaining from participation, engaging in protest or opting for alternatives that reflect one’s ethical principles, such as sustainable consumption |
| Identity-based resistance | Consumer ethnocentrism ( | Resistance driven by a preference for one’s own group (nation, ethnicity) and a refusal of foreign alternatives due to a sentiment of national pride or cultural identity. This involves supporting local products and potentially abstaining from purchasing foreign goods |
| Emotionally-driven resistance | Consumer animosity ( | Resistance fueled by negative emotions (such as anger, resentment, hatred) toward a particular foreign nation due to political, economic or historical circumstances. This results in a purposeful refusal to engage with products originating from that specific country, irrespective of their quality or other attributes |
| Resistance to marketing influence | High consumer independence ( | Resistance to persuasive marketing techniques may involve critically evaluating advertising, trusting personal judgment over external influences and practicing impulse control in relation to marketing strategies |
| Behavioral resistance (boycotts) | Consumer animosity ( | A straightforward way of opposing something that involves either organized or individual refusal to buy goods or services from a particular company, industry or country in protest against perceived injustices, unfair behaviors or moral concerns. This conduct is frequently driven by deep-rooted beliefs such as moral principles, resentment or ethnocentrism |
| Cognitive resistance | Defensive processing ( | Mental processes encompassing critical assessment, skepticism and dismissal of marketing information or brand assertions. This resistance operates at a cognitive level, influencing consumers’ processing and reaction to marketing cues, potentially leading to minimal persuasion and avoidance of the advertised products or services |
Source(s): Authors’ own work
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