Consumer Experiences and Market Resistance: An Extension of Resistance Theories

Abstract

We seek to advance understanding of consumers’ resistance manifest in the Valentine’s Day market. Our objectives include: to introduce a definition of 'market resistance', to understand and explain consumer experiences that are associated with resistance to a market and its related events, to show what consumers are moving towards via their acts of resistance.

To address the objectives, we use multiple methods. We focus on describing a category of experiences that are associated with resistance and creation of new traditions. The article is organized as follows. First, we conceptually define terms and introduce relevant areas of resistance theories. Second, we discuss the analytical methods, data analysis, and theme development. Then, we present findings and interpretation of meaning. To clarify the processes, we deploy constructs based in resistance theory. We ultimately discuss limitations, implications, and avenues for future research.

Keywords: consumer behavior, event marketing, market resistance

JEL Classification: M31