Consumer Resistance: Different theoretical Stages of the Same Concept

Abstract

Consumer resistance studies have gone through different stages of conceptual understanding. Thus, this theoretical essay aims to analyze the different stages of the resistance notion in consumption studies, and to develop an analytical framework with a historical evolution representation. Based on extensive literature review, consumer resistance studies were grouped into five evolutionary stages: pre-stage - support of the classics, resistance illuminated, resistance challenged, resistance attempts, and resistance agents. The current stage of comprehension about consumer resistance is not limited to the market escape endeavor. The market would be the battlefield where resistance occurs, involving agents who assume different roles in a process of assimilation and resistance over time. Contrasting the different stages within Brazilian publications, a limited number of unrelated studies were found with the international concept of evolution. In this line, it is proposed that the consumer resistance analysis involves the understanding of how people are positioned as agents within the market. In a complementary way, suggestions for further study are provided at the end of this essay.