Anti-commercial consumer rebellion: Conceptualisation and measurement

  • Caroline Graham Austin
  • Christopher R Plouffe
  • Cara Peters


Accounts indicate that consumers are increasingly concerned with the negative impact of business on global economics, politics, cultures and the environment. Many of these consumers point specifically to marketing policies and tactics as the primary impetus behind these negative influences and, perhaps because of this, many have begun to engage in some form of ‘consumer rebellion’. This paper defines and conceptualises ‘anti-commercial consumer rebellion’ (ACR) as open and avowed resistance to institutionalised marketing practices. The paper reports the results of a scale development effort to measure anti-commercial consumer rebellion in the general population. The managerial implications of the ACR scale, study limitations and avenues for future research are discussed.


anti-commercial consumer rebellion resistance to marketing practices scale development 

Copyright information

© Palgrave Macmillan 2005

Authors and Affiliations

  • Caroline Graham Austin
    • 1
  • Christopher R Plouffe
    • 2
  • Cara Peters
    • 3
  1. 1.PhD candidate, Marketing, at the Terry College of Business, University of Georgia
  2. 2.Assistant Professor, Marketing, at the Terry College of Business, University of Georgia
  3. 3.Assistant Professor in the Management and Marketing Department at Winthrop University

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