Where do consumers draw the line? : an investigation of deviant consumer behaviour

Dootson, Paula (2014) Where do consumers draw the line? : an investigation of deviant consumer behaviour. PhD thesis, Queensland University of Technology.

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Using mixed-methods, this research investigated why consumers engage in deviant behaviors. It found that there is significant variation in how consumers perceive right and wrong, which calls for more tailored deterrence strategies to challenge how consumers justify deviant behaviours. Specifically, individuals draw on a number of factors when assessing right and wrong. While individuals agree on the polar acceptable and unacceptable behaviours, behaviours in between are questionable. When social consensus varies on a behaviour's acceptability, so to do the predictors of deviant behaviour. These findings contribute to consumer deviance and consumer ethics research.

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ID Code: 75517
Item Type: QUT Thesis (PhD)
Supervisor: Lings, Ian, Beatson, Amanda, & Johnston, Kim
Keywords: Consumer Behaviour, Deviant, Escalation, Ethical Ideology, Moral Identity, Social Consensus, Neutralisation, Mixed Method, Self-concept
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Institution: Queensland University of Technology
Deposited On: 05 Sep 2014 04:46
Last Modified: 01 Sep 2016 22:01

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