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.

Keywords

consumer resistance personality trait propensity to resist scale development

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