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Three Essays On Anti-Consumers: Conpcetualizing, Envisioning, And Expanind Based On Self-Construal And Political Ideology, Soochan Choi

Open Access Theses & Dissertations

The current dissertation is designed to contribute to our understanding of anti-consumers and their behaviors. Although past literature on anti-consumers gets attention from researchers and marketers, it lacks a deeper understanding of who and how anti-consumers behave societally and ideologically against targeted companies. Given this lack of understanding of anti-consumers, this dissertation conceptualizes anti-consumers, develops anti-consumer measurements, tests marketing strategies to attenuate their behaviors, and adds additional type of anti-consumption behavior, switching behavior, for marketers to maximize profits. The first essay develops a typology of anti-consumers by drawing on the literature on political ideology and self-construal. The essay suggests that …