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- Title
Ansätze zur Erklärung der individuellen Boykottbereitschaft.
- Authors
Lindenmeier, Jörg; Tscheulin, Dieter K.; Heß, Peter
- Abstract
The current paper is concerned with the issue of consumer boycotts. Two models of boycott behavior (Klein/Smith/John's model vs. Sen/Gürhan-Cancli/Morwitz's model) are tested within the scope of two case studies (socially motivated boycott vs. economic boycott). Within the context of the socially motivated boycott Klein/Smith/John's (2004) model performs better than the competing model approach. In the economic boycott context, both models of boycotting behavior perform equally well. Perceived egregiousness and boycott success likelihood represent the main drivers of boycotting behavior. In consideration of the study results, the authors present recommendations for boycott targets and topics for future research.
- Publication
Marketing ZFP - Journal of Research & Management, 2009, p5
- ISSN
0344-1369
- Publication type
Article