This article provides an interdisciplinary review of consumer resistance, an overarching term that includes various forms of anti-consumerist behaviour. The review draws from disciplines such as sociology, anthropology, political economy, and cultural studies to explore the historical and discursive constructions of resistance and other key marketing concepts. In so doing, it identifies two distinct paradigms in the social sciences and humanities, namely, the "manipulation and enslavement" and the "agency and empowerment" discourses, and examines how these paradigms reflect onto theories of resistance in marketing. Lastly, the article suggests several new directions for resistance research that pertain to globalization, emerging markets, and ideological consumption.Consumer resistance has increasingly become an overarching construct that includes various forms of anti-consumerist behavior such as boycotts, culture-jamming, and de-marketing since Penaloza and Price (1993, 123) seminally used the term in marketing literature to describe "the way individuals and groups practice a strategy of appropriation in response to structures of domination." Although consumer resistance research is recently burgeoning in marketing, the phenomenon is deeply rooted and has been extensively explored in social sciences and humanities literatures. Following the same overarching conceptualization forwarded by Penaloza and Price (1993), this article explores the rich theoretical body of knowledge on resistance, drawing from sociology, political economy, anthropology, and cultural studies along with marketing. The purpose of this paper is threefold: (1) to examine how the notions of "market," "consumer," "consumer culture," and "resistance" are discursively and historically constructed by various schools of thought in social sciences and humanities; (2) to analyze how these constructions reflect onto examinations of consumer resistance in marketing; and (3) to identify previously unexplored avenues for future marketing research.With these goals in mind, the paper selectively reviews major works in social sciences, humanities, and marketing literatures. The scholars and works presented in this review are chosen for their prominence and seminal nature in these three fields. Particularly, the scholars and their respective works selected from the social sciences and humanities literatures (Marx, Horkheimer and Adorno, Ewen, Baudrillard, Douglas and Isherwood, Bourdieu, and de Certeau) are chosen because they constitute *. As such, while this review provides a representative portrayal of the theoretical foundations of consumer resistance, it is exhaustive of neither the entire body of knowledge on resistance, anti-consumerism, and activism, nor of all the works of the scholars selected for this review.The paper is organized in three sections. The first part identifies two distinct paradigms of resistance within social sciences and humanities literatures. Each paradigm provides a historically and discursively constructed unique perspective ...