Consumers’ propensity to resist: A contribution to the study of the Disposition to oppose market influence attempts

Abstract

The purpose of this article is to propose a dispositional approach to consumers' propensity to resist (CPR) that could predict critical behaviors in the marketplace. A literature review and a qualitative study are used to delineate the construct and its two dimensions -self-affirmation and self-protection. A measurement scale is then developed using four samples, two of which are representative. This data collection from 1721 individuals enables us to construct a final model that validates the relationships between the two dimensions of the CPR scale, its psychological antecedents and its effects on various consumption behaviors and critical orientations toward the market.

Consumer Resistance to Innovation in Services: Challenges and Barriers in the Internet of Things Era

“…Second, our study highlighted the key role of skepticism (ideological barrier) as a mediator of the relationship between technological vulnerability and individual barriers on the one hand and consumer resistance on the other. While skepticism has been studied in previous research as an antecedent to resistance (Banikema and Roux, ) or as an outcome of internal and external attributions (Skarmeas and Leonidou, ), our research emphasizes its mediating role in explaining consumer resistance.…”

“…This situation may lead to consumers to doubt the promised benefits related to innovation and become skeptical toward it. Consumer skepticism is defined as an ideological tendency “to doubt, in principle and without evidence, the promises made by commercial sources” (Banikema and Roux, , p. 35). This barrier has become increasingly pronounced with the development of new information and communication technologies (proliferation of commercial information sources) and anti‐market activist networks (proliferation of commercial counter‐discourses).…”

Legitimacy of consumer associations and perceived vulnerability of their users: Effects on intentions to trust consumerist associations

“…These should be explored separately since a consumer may feel vulnerable when taking out a telephone contract but less so when choosing a product in his or her area of expertise, such as sports equipment. It would also be interesting to explore the moderator effect of other individual variables such as one's propensity to trust others (Rotter, 1967(Rotter, , 1971(Rotter, , 1980 or to resist consumption (Banikéma and Roux, 2014;Roux, 2007). Perceived risk, which is an antecedent of trust (Benamour, 2000;Filser, 1998;Lewis and Weigert, 1985;Mitchell, 1999), could also be a variable worth considering given this link between trust and the perception of risks (Benamour, 2000).…”

Consumers’ Persuasion Knowledge: The Construct and Its Managerial Implications

“…В исследованиях потребительского поведения наиболее часто выделяются следующие стратегии совладания потребителей с маркетинговым воздействием [Roux, 2007;Odou, Pechpeyrou, 2011;Banikema, Roux, 2014;Helm, Moulard, Richins, 2015]:…”