Dr Fabien Pecot form the University of York is joining us to talk about his ongoing research on political orientation as an explanation of consumer resistance.
As part of our Marketing Research Seminars, we invite Dr Fabien Pecot to present his ongoing research that connects consumer research and political resistance. The event is free, feel free to join us!
The marketing team
Institute of Management Studies
Consumer resistance paradigms rely on Critical Theory (CT) and postmodern perspective, involving an emancipatory perspective on consumer opposition to the market. While the literature considers ideology as a driver for resistant motivations and behaviors, only a scarce part of the literature looks at consumer’s political orientation as an explanation of resistance, particularly when it comes to the influence of rightist ideology. This paper justifies the need for a paradigmatic update. It characterizes conservative (moderate) and right-wing (radical) consumer resistance in an integrative theoretical framework for further research on the influence of the right on western societies.
Keywords: consumer resistance; right-wing movements; conservative ideology; political ideology
Dates & times
|Date||Time||Add to calendar|
|23 Oct 2017||2:00pm - 4:00pm|
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