Consumer resistance has received significant attention in marketing recently. The diversity of approaches and the absence of a theoretical framework call for a conceptual synthesis that this article aims to achieve.
After defining the concept of resistance and outlining the ongoing orientations on this topic, the article emphasizes the status of the construct and the limitations of this field of research. An integrative framework then introduces the antecedents, the factors of influence and the consequences of consumer resistance, which open up a number of avenues for future research in consumer behavior.
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