Beating, ditching and hiding: consumers’ everyday resistance to marketing

Heath, Teresa, Cluley, Robert and O’Malley, Lisa (2017) Beating, ditching and hiding: consumers’ everyday resistance to marketing. Journal of Marketing Management, 33 (15/16). pp. 1281-1303. ISSN 1472-1376

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This article illuminates consumers’ views of marketing in light of theories of resistance. It argues that consumers engage in resistance to the power of marketing through their everyday actions and also through the ways they construct their accounts of these actions. It identifies three theoretical approaches to resistance (hegemonic, relational and autonomous). These are used to discuss consumers’ accounts of marketing collected through 78 personal interviews in which participants were asked to describe marketing and provide examples of their experiences with marketing as they defined it. Through this, the study uncovers various forms of consumer resistance, which can often go unnoticed. These are conceptualised through the notion of everyday resistance to marketing and are used to challenge existing marketing theory and develop paths for future research.

Item Type: Article
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 13/10/2017, available online:
Keywords: Consumer resistance; Critical marketing; Power relations; Empowerment; Consumer culture
Schools/Departments: University of Nottingham, UK > Faculty of Social Sciences > Nottingham University Business School
Identification Number:
Depositing User: Eprints, Support
Date Deposited: 08 Nov 2017 11:11
Last Modified: 04 May 2020 19:12

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