Deviant consumer behaviour : a qualitative exploration
Data(s) |
04/12/2014
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Resumo |
Deviant behaviour is an ongoing problem in the consumer marketplace (Daunt and Harris, 2012). To investigate this issue, a number of authors have focused on empirically assessing consumer perceptions of right and wrong behaviours, such as the Muncy-Vitell (1992) consumer ethics scale. While studies like this have provided extensive empirical insights, qualitative insight into why consumers make these behaviour classifications remains underexplored. The aim of this paper is to extend on that literature by exploring the reasoning behind behavioural classifications. Using interviews, seven factors were identified in consumer definitions of acceptable, questionable, and unacceptable consumer behaviours including; official classification, prevalence, ease of justification, perceived fairness, consequences, risk, and values. These results also provide actionable insights for marketers in that multi-level deterrence strategies must be employed to more effectively deter consumer deviance, as opposed to traditional deterrence strategies based on cost-benefit analyses. |
Formato |
application/vnd.openxmlformats-officedocument.presentationml.presentation |
Identificador | |
Relação |
http://eprints.qut.edu.au/77432/1/ANZMAC_2013_presentation.pptx Dootson, Paula (2014) Deviant consumer behaviour : a qualitative exploration. In Australia New Zealand Marketing Academy Conference (ANZMAC) : Engaging with Our Future, 1-4 December 2014, Auckland, New Zealand. (Unpublished) |
Direitos |
Copyright 2014 The Author |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150500 MARKETING #deviance #consumer behaviour #qualitative #deterrence |
Tipo |
Conference Item |