Previous psychological research in the consumer deviance area has been largely of the "trait" variety. This study tested the predictive importance of both individually and situationally based measures on the incidence of deviant consumer behavior. The results show that while both types of variables are important, situationally determined factors offer the most vitality as predictive tools.
CITATION STYLE
Mills, M. K. (2015). Determinants of Consumer Deviance. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 113–117). Springer Nature. https://doi.org/10.1007/978-3-319-16946-0_27
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