While the literature on anti‐consumption is rich and growing, there is still a lack of understanding among consumer researchers regarding why consumers choose to avoid consumption. This study seeks to extend the literature by exploring whether a group of consumers who reduce consumption through choosing to share rather than own are motivated by anti‐consumption reasons. The authors use quantitative data from 397 toy library members to explore why members choose to participate in this form of sharing. The study reveals four groups – Socialites, Market Avoiders, Quiet Anti‐Consumers and Passive Members. The Socialites enjoy the social benefits of active participation in their library. The Market Avoiders also perceived social and community benefits, are interested in sharing and are the least materialistic of the groups. The Quiet Anti‐Consumers feel a sense of belonging to their toy library and hold strong anti‐consumption, frugality and sharing values. The Passive Members are not socially involved, nor did they hold strong anti‐consumption values. Thus, the authors find evidence that sharing may be one possible alternative market structure that may be adopted by anti‐consumption consumers. Copyright © 2010 John Wiley & Sons, Ltd.

Purpose -The purpose of this paper is to examine the role of atmospherics in the creation of an hedonic retail experience by comparing the perceived differences between a retail environment attempting to provide an hedonic experience and one with a more utilitarian focus. Design/methodology/approach -A qualitative methodology was employed, using protocol analysis and in-depth semi-structured interviews that were conducted with ten participants. Findings -The paper highlights several atmospheric cues and their influence on the hedonic retail experience. The first category of cues -attractive stimuli -were those cues that attracted attention, exciting the participant and eliciting approach behaviours. The second category -facilitating stimuliincluded those cues that were necessary in order to facilitate product engagement. Originality/value -The paper provides a broad categorisation of atmospheric cues, providing factors that shop designers can be aware of when creating a store with the hedonic experience in mind.

Social networks have become an increasingly common way for people to share information and seek emotional support for issues surrounding weight loss. This study aims to explore how users of a commercial social networking site who are focussed on weight loss give and/or receive social support to/from other users. The authors use quantitative data from 145 members of the Weight Watchers Facebook page to explore how social support is both given and received, and the communication style by which this is achieved. This study reveals three groups-Passive Recipients, Active Supporters and Casual Browsers. Passive Recipients receive a high level of informational and emotional support but do so by being passive communicators. Active Supporters also receive a high level of both informational and emotional support yet are more active in their communication style. Casual Browsers receive little social support and exhibit a passive communication style. Thus, the authors find evidence that even though members of a social network may share a common interest, the way members choose to participate and interact, and the benefits they accrue by doing so differ substantially.

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