Consumer Resistance: Different theoretical Stages of the Same Concept

<p>Consumer resistance studies have gone through different stages of conceptual understanding. Thus, this theoretical essay aims to analyze the different stages of the resistance notion in consumption studies, and to develop an analytical framework with a historical evolution representation. B...

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Main Authors: Marlon Dalmoro, Lisa Peñaloza, Walter Meucci Nique
Format: Article
Language:Portuguese
Published: Universidade Nove de Julho 2014-03-01
Series:REMark: Revista Brasileira de Marketing
Subjects:
Online Access:http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2531
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spelling doaj-79f53a53523442dd95c5d8cedc73dba52020-11-25T02:20:16ZporUniversidade Nove de JulhoREMark: Revista Brasileira de Marketing2177-51842014-03-0113111913210.5585/remark.v13i1.25311690Consumer Resistance: Different theoretical Stages of the Same ConceptMarlon Dalmoro0Lisa Peñaloza1Walter Meucci Nique2Universidade Federal do Rio Grande do Sul - UFRGS, Rio Grande do SulBEM Management SchoolUniversidade Federal do Rio Grande do Sul<p>Consumer resistance studies have gone through different stages of conceptual understanding. Thus, this theoretical essay aims to analyze the different stages of the resistance notion in consumption studies, and to develop an analytical framework with a historical evolution representation. Based on extensive literature review, consumer resistance studies were grouped into five evolutionary stages: pre-stage - support of the classics, resistance illuminated, resistance challenged, resistance attempts, and resistance agents. The current stage of comprehension about consumer resistance is not limited to the market escape endeavor. The market would be the battlefield where resistance occurs, involving agents who assume different roles in a process of assimilation and resistance over time. Contrasting the different stages within Brazilian publications, a limited number of unrelated studies were found with the international concept of evolution. In this line, it is proposed that the consumer resistance analysis involves the understanding of how people are positioned as agents within the market. In a complementary way, suggestions for further study are provided at the end of this essay.</p>http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2531Resistência do consumidorCultura do consumidorEvolução do conceito
collection DOAJ
language Portuguese
format Article
sources DOAJ
author Marlon Dalmoro
Lisa Peñaloza
Walter Meucci Nique
spellingShingle Marlon Dalmoro
Lisa Peñaloza
Walter Meucci Nique
Consumer Resistance: Different theoretical Stages of the Same Concept
REMark: Revista Brasileira de Marketing
Resistência do consumidor
Cultura do consumidor
Evolução do conceito
author_facet Marlon Dalmoro
Lisa Peñaloza
Walter Meucci Nique
author_sort Marlon Dalmoro
title Consumer Resistance: Different theoretical Stages of the Same Concept
title_short Consumer Resistance: Different theoretical Stages of the Same Concept
title_full Consumer Resistance: Different theoretical Stages of the Same Concept
title_fullStr Consumer Resistance: Different theoretical Stages of the Same Concept
title_full_unstemmed Consumer Resistance: Different theoretical Stages of the Same Concept
title_sort consumer resistance: different theoretical stages of the same concept
publisher Universidade Nove de Julho
series REMark: Revista Brasileira de Marketing
issn 2177-5184
publishDate 2014-03-01
description <p>Consumer resistance studies have gone through different stages of conceptual understanding. Thus, this theoretical essay aims to analyze the different stages of the resistance notion in consumption studies, and to develop an analytical framework with a historical evolution representation. Based on extensive literature review, consumer resistance studies were grouped into five evolutionary stages: pre-stage - support of the classics, resistance illuminated, resistance challenged, resistance attempts, and resistance agents. The current stage of comprehension about consumer resistance is not limited to the market escape endeavor. The market would be the battlefield where resistance occurs, involving agents who assume different roles in a process of assimilation and resistance over time. Contrasting the different stages within Brazilian publications, a limited number of unrelated studies were found with the international concept of evolution. In this line, it is proposed that the consumer resistance analysis involves the understanding of how people are positioned as agents within the market. In a complementary way, suggestions for further study are provided at the end of this essay.</p>
topic Resistência do consumidor
Cultura do consumidor
Evolução do conceito
url http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2531
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AT lisapenaloza consumerresistancedifferenttheoreticalstagesofthesameconcept
AT waltermeuccinique consumerresistancedifferenttheoreticalstagesofthesameconcept
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