Quotation Makri, Aikaterini, Schlegelmilch, Bodo B., Mai, Robert, Dinhof, Katharina. 2020. What we know about anticonsumption: An attempt to nail jelly to the wall. Psychology & Marketing. 37 (2), 177-215.




Despite burgeoning academic interest in anticonsumption, a lack of definitional clarity and overlapping constructs beleaguer the pertinent literature, preventing research in the field from reaching its full potential. This paper aims to strengthen the foundations for advancing knowledge in this fragmented field by (a) undertaking a thorough systematic review of literature; (b) charting the scope of anticonsumption literature based on network analysis and attempting to delineate overlapping areas; (c) providing an integrated framework of anticonsumption research, including antecedents, moderators, and consequences; and (d) suggesting a set of specific research propositions that will enable the field to move forward. Toward these aims, we analyzed 120 anticonsumption papers revealed in the literature review, identifying a number of important anticonsumptionā€related topics that warrant further investigation. Moreover, we suggest a research framework which reveals antecedents, causal sequences, and consequences of anticonsumption. Finally, a research agenda based on this integrated framework indicates promising areas for future research.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Psychology & Marketing
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new INF-A, MAR-B, STRAT-B, WH-B
Language English
Title What we know about anticonsumption: An attempt to nail jelly to the wall
Volume 37
Number 2
Year 2020
Page from 177
Page to 215
Reviewed? Y
URL https://onlinelibrary.wiley.com/doi/full/10.1002/mar.21319
DOI https://doi.org/10.1002/mar.21319
Open Access Y
Open Access Link https://onlinelibrary.wiley.com/doi/epdf/10.1002/mar.21319
JEL mar


Makri, Aikaterini (Details)
Schlegelmilch, Bodo B. (Details)
Dinhof, Katharina (Details)
Mai, Robert (2DFR Marketing, Grenoble Ecole de Management, France)
Institute for Public Management and Governance IN (Details)
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