Using the Expectancy Theory Framework to Explain the Motivation to Participate in a Consumer Boycott

Abstract

Previous research on consumer boycotts has focused extensively on a target firm’s misconduct and the fierce reaction from consumer boycott organizers (Klein, Smith, & John, 2004). Little research, however, has been directed toward explaining the psychological/cognitive process by which consumers decide to participate in a boycott and the factors that influence such a process. We argue that consumers’ participation in a boycott is a function of their perception of expectancy that their collective effort will lead to the achievement of boycott objectives and their perception of instrumentality that the achievement of boycott objectives will lead to valued outcomes