This research examines the effects of cumulative satisfaction, trust and brand commitment on consumers' decision to boycott. The study shows that their influence varies according to the type of boycott (instrumental versus expressive). Four results distinguish the two expressive boycotts considered: 1) the perceived egregiousness of the company's act and/or the message credibility totally mediate their effects on the boycott decision; 2) cumulative satisfaction enhances a contrast effect whereas brand commitment generates an assimilation effect (minimization of the fault); 3) the message credibility enhances boycott participation; 4) the volume of consumption decreases only social boycott participation. Strategic implications for consumer organizations and companies are then specified.
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