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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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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