Deviant consumer behaviour : a qualitative exploration

Dootson, Paula (2014) Deviant consumer behaviour : a qualitative exploration. In Australia New Zealand Marketing Academy Conference (ANZMAC) : Engaging with Our Future, 1-4 December 2014, Auckland, New Zealand. (Unpublished)


Deviant behaviour is an ongoing problem in the consumer marketplace (Daunt and Harris, 2012). To investigate this issue, a number of authors have focused on empirically assessing consumer perceptions of right and wrong behaviours, such as the Muncy-Vitell (1992) consumer ethics scale. While studies like this have provided extensive empirical insights, qualitative insight into why consumers make these behaviour classifications remains underexplored. The aim of this paper is to extend on that literature by exploring the reasoning behind behavioural classifications. Using interviews, seven factors were identified in consumer definitions of acceptable, questionable, and unacceptable consumer behaviours including; official classification, prevalence, ease of justification, perceived fairness, consequences, risk, and values. These results also provide actionable insights for marketers in that multi-level deterrence strategies must be employed to more effectively deter consumer deviance, as opposed to traditional deterrence strategies based on cost-benefit analyses.

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ID Code: 77432
Item Type: Conference Item (Presentation)
Refereed: Yes
Keywords: deviance, consumer behaviour, qualitative, deterrence
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2014 The Author
Deposited On: 09 Oct 2014 22:29
Last Modified: 09 Oct 2014 22:29

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