In a short essay, list and discuss the four factors that are found to predict whether a consumer would participate in a boycott.
What will be an ideal response?
1. The desire to make a difference—based on the belief that participation in the boycott can lead
to adjustment in the behavior of the firm. The net result is that the boycott will result in ensuring
the message to stop this type of behavior will be sent not only to the target firm but also to other
firms in the same industry.
2. The scope of self-enhancement—refers to the intrinsic benefits that boycotting can create for
the individual consumer. By boycotting, consumers feel better about themselves because they are
“doing something” to change the status quo.
3. Counterarguments that inhibit boycotting—a potential boycotting consumer will evaluate what
the potential negative outcomes of participating in the boycott would be.
4. Cost to the boycotter of constrained consumption—a direct cost to boycotting varies greatly
on the amount of use the consumer has for the firm’s products. A heavy user of the firm’s
products will suffer significantly by not having access to the product.
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