Title: The territory and digital territory of consumer resistance
Abstract: We propose the concept of consumer resistance to marketing actions and methods in order to qualify defiance, opposition, or even rebellion behaviors. It is affected by the development of digital activities. While a source of information, digital technology is also a new territory of expression, practice, and usage. This article explores the concept of resistance territory from the consumer standpoint by studying the categorization of various behaviors, thanks to a quantitative survey. Results highlight three territories: a resistance territory, a non-resistance territory, and an ambivalent territory. The study also investigates the hypothesis of a generation gap. These results are discussed in light of the concepts of territory, digital territory, and of their implications for market actors.
Publication Year: 2018
Publication Date: 2018-01-01
Language: en
Type: article
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