Estudos sobre diferentes comunidades e suas resistências ao consumo mostram a crescente onda de opções alternativas de estilo de vida, opostas ao esfacelamento das comunidades no ambiente de mercado – e seu subsequente restabelecimento em contextos de eventos e grupos com interesses especiais. Este estudo buscou compreender a atividade contra-hegemônica e sua ligação com resistência ao consumo na cidade de Porto Alegre, Rio Grande do Sul, Brasil no evento Massa Crítica, contexto que se caracteriza por pregar valores contrários à cultura vigente de consumo, uma maior ligação com a comunidade e sustentabilidade. O estudo utilizou três técnicas diferentes para coleta de dados para que a captura do fenômeno fosse mais ampla e cobrisse os possíveis desdobramentos para os consumidores locais do contexto pesquisado. Tomadas fotográficas ajudaram a transpor as barreiras do texto e evidenciar mais detalhes do andamento do evento (Massa Crítica) e de contextos altamente relacionados. Observações de campo buscaram detalhes de ativismo, atividade contrahegemônica e resistência ao consumo nas relações dos indivíduos entre si mesmos e com transeuntes, motoristas e habitantes dos bairros que não puderam evidenciarse diretamente com os sujeitos de pesquisa. Entrevistas em profundidade, por sua vez, buscaram categorias culturais emergentes nos indivíduos participantes, suas opiniões, narrativas e sentidos que explicam - e são explicados por - suas opções e orientações de vida, consumo e ativismo. Encontrou-se uma convergência (com aspectos similares e diferentes em diferentes indivíduos) intrínseca entre a atividade contra-hegemônica e resistência ao consumo nos entrevistados, resolvida através do posicionamento de “nós” (com práticas positivas) e “eles” (com práticas negativas). Também foram identificadas motivações distintas que atraíram os entrevistados e participantes para o evento, consideradas “fracas” e “fortes” pelos participantes. Entre alguns pontos relevantes dos achados estão a necessidade de engajamento para a aceitação, pelo grupo, de conceitos e termos de marketing; a indicação de que o não-uso, o não-consumo e a não-posse podem, também, ajudar um indivíduo a se expressar perante o grupo a que se sente pertencente e à sociedade; e o capital social intrínseco às bicicletas entre os participantes do movimento. / Studies regarding different communities and the consumer resistance phenomena within bring out the growing wave of alternative lifestyle options, opposed to the communities' crumbling context in the market environment - and its subsequent reestablishment in event and groups' context. This study aims at understanding the counter-hegemonic activity and its connection to consumer resistance in the city of Porto Alegre, at the Critical Mass event, a context characterized by the dissemination of values opposed to the mainstream consumer culture, a greater community sense, and sustainability. Three different techniques were used in order to collect data, to broaden the phenomenon comprehension and cover some possible results for consumers in the local field. The use of photographs helped to transpose text barriers and bring out details of the event's development - as well as highly related fields. Field observation was used in order to seek out details of activism, counter-hegemonic activity, and consumer resistance in the individuals' relationships (among themselves and drivers, motorists, and passers-by) that could not be seen directly from the research subjects. In-depth interviews, by its turn, helped in the process of bringing out categories with the participant individuals - their opinions, narratives and senses that explain - and are explained by - their lives' options and orientations, consumption, and activism. An Intrinsic convergence was found (with similar or differing aspects, depending on each individual) between counter-hegemony and consumer resistance in the interviewees, resolved through the "us" (positive practices) versus "them" (negative practices) positioning. Some distinctive motivations attracting the individuals to the movement were also identified, within the interview subjects, regarded as "weak" or "strong" by participants. Some relevant findings that can be shown: the "engagement for acceptance within the group" regarding participation initiatives; the indication that non-use, non-possession, and non-consumption can, also, help an individual to express itself among its peer group and society as a whole; and the intrinsic bicycle social capital between the event participants.

Estudos sobre diferentes comunidades e suas resistências ao consumo mostram a crescente onda de opções alternativas de estilo de vida, opostas ao esfacelamento das comunidades no ambiente de mercado – e seu subsequente restabelecimento em contextos de eventos e grupos com interesses especiais. Este estudo buscou compreender a atividade contra-hegemônica e sua ligação com resistência ao consumo na cidade de Porto Alegre, Rio Grande do Sul, Brasil no evento Massa Crítica, contexto que se caracteriza por pregar valores contrários à cultura vigente de consumo, uma maior ligação com a comunidade e sustentabilidade. O estudo utilizou três técnicas diferentes para coleta de dados para que a captura do fenômeno fosse mais ampla e cobrisse os possíveis desdobramentos para os consumidores locais do contexto pesquisado. Tomadas fotográficas ajudaram a transpor as barreiras do texto e evidenciar mais detalhes do andamento do evento (Massa Crítica) e de contextos altamente relacionados. Observações de campo buscaram detalhes de ativismo, atividade contrahegemônica e resistência ao consumo nas relações dos indivíduos entre si mesmos e com transeuntes, motoristas e habitantes dos bairros que não puderam evidenciarse diretamente com os sujeitos de pesquisa. Entrevistas em profundidade, por sua vez, buscaram categorias culturais emergentes nos indivíduos participantes, suas opiniões, narrativas e sentidos que explicam - e são explicados por - suas opções e orientações de vida, consumo e ativismo. Encontrou-se uma convergência (com aspectos similares e diferentes em diferentes indivíduos) intrínseca entre a atividade contra-hegemônica e resistência ao consumo nos entrevistados, resolvida através do posicionamento de “nós” (com práticas positivas) e “eles” (com práticas negativas). Também foram identificadas motivações distintas que atraíram os entrevistados e participantes para o evento, consideradas “fracas” e “fortes” pelos participantes. Entre alguns pontos relevantes dos achados estão a necessidade de engajamento para a aceitação, pelo grupo, de conceitos e termos de marketing; a indicação de que o não-uso, o não-consumo e a não-posse podem, também, ajudar um indivíduo a se expressar perante o grupo a que se sente pertencente e à sociedade; e o capital social intrínseco às bicicletas entre os participantes do movimento. / Studies regarding different communities and the consumer resistance phenomena within bring out the growing wave of alternative lifestyle options, opposed to the communities' crumbling context in the market environment - and its subsequent reestablishment in event and groups' context. This study aims at understanding the counter-hegemonic activity and its connection to consumer resistance in the city of Porto Alegre, at the Critical Mass event, a context characterized by the dissemination of values opposed to the mainstream consumer culture, a greater community sense, and sustainability. Three different techniques were used in order to collect data, to broaden the phenomenon comprehension and cover some possible results for consumers in the local field. The use of photographs helped to transpose text barriers and bring out details of the event's development - as well as highly related fields. Field observation was used in order to seek out details of activism, counter-hegemonic activity, and consumer resistance in the individuals' relationships (among themselves and drivers, motorists, and passers-by) that could not be seen directly from the research subjects. In-depth interviews, by its turn, helped in the process of bringing out categories with the participant individuals - their opinions, narratives and senses that explain - and are explained by - their lives' options and orientations, consumption, and activism. An Intrinsic convergence was found (with similar or differing aspects, depending on each individual) between counter-hegemony and consumer resistance in the interviewees, resolved through the "us" (positive practices) versus "them" (negative practices) positioning. Some distinctive motivations attracting the individuals to the movement were also identified, within the interview subjects, regarded as "weak" or "strong" by participants. Some relevant findings that can be shown: the "engagement for acceptance within the group" regarding participation initiatives; the indication that non-use, non-possession, and non-consumption can, also, help an individual to express itself among its peer group and society as a whole; and the intrinsic bicycle social capital between the event participants.

A new business model of unmanned convenience stores has been introduced to the retail industry in recent years. An unmanned convenience store is a store format where customers can carry out their errands without involvement of service personnel due to fully automated payment solutions. Because of the decreased need for employees, the new concepts can increase both efficiency and revenues as well as decrease costs for the companies. Due to low overhead costs, the store has the potential to be located both in rural and sparsely populated areas as well as in urban areas with growing population who values efficiency. Scholars have highlighted that such solutions may induce resistance among customers as they believe that it only serves the companies while harming the communities. Despite this, no previous research has studied consumer resistance towards unmanned convenience stores empirically.  The purpose of this thesis was to empirically examine the underlying factors that affect the level of consumer resistance towards unmanned convenience stores. This was done by investigating the relative importance of psychological-, functional- and individual barriers derived from existing literature regarding factors that hamper the adoption process of innovations. Thus, the following research question was formulated: “What are the underlying factors that affect the level of consumer resistance towards unmanned convenience stores?” The study focused on respondents that had no previous experience from unmanned convenience stores because of the apparent void in existing literature with such focus. To answer the research question, nine hypotheses were formulated and tested against the variable consumer resistance. A quantitative research design was applied where data was collected by distributing a survey to potential consumers in Sweden. In total, 172 respondents answered the survey where 131 respondents did not have previous experience of unmanned convenience stores. The data was analyzed through a regression analysis using ordinary least squares.  The result shows that need for interaction, perceived performance risk, lack of perceived convenience value and self-image incongruence positively influence consumer resistance in stated order of precedence. The results can be used as guidelines for companies trying to mitigate consumer resistance towards unmanned convenience stores. The final conceptual framework presented in this thesis can be used in future research to predict consumer resistance. Thus, this thesis contributes to the literature on consumer resistance by studying a new context still in its infancy.

Cette recherche a pour objectif de comprendre la résistance des consommateurs à l'entrée dans les programmes de fidélisation. Elle s'intéresse plus particulièrement aux mécanismes sous-jacents à cette résistance et à ses fondements. Prenant appui sur la sociologie de la traduction et le modèle des « Economies de la Grandeur», deux études qualitatives sont menées. La première repose sur l'observation de points de vente complétée par des entretiens auprès du personnel et des clients. Elle reconstruit le processus d'adhésion dans le point de vente en montrant les éléments qui peuvent justifier la résistance des consommateurs à l'entrée dans les programmes de fidélisation. La deuxième mobilise la méthode des récits de vie pour interviewer vingt sept répondants. Elle montre que ces derniers justifient leur résistance en émettant des critiques aux mondes « marchand » et « industriel ». Ces critiques proviennent des mondes « domestique », « civique », « de l'opinion » et « de l'inspiration ». A l'issu de ces résultats, une conceptualisation de la résistance des consommateurs à l'entrée dans les programmes de fidélisation est présentée. Elle met en évidence deux éléments préalables à la situation d'influence : (1) les régimes de justification et (2) la métacognition marchande. Elle montre aussi que cette résistance est modérée par des caractéristiques individuelles. / This research aims to understand consumer resistance against joining loyalty programs. It focuses in particular on the mechanisms underlying this resistance and its foundations. Building on the sociology of translation and the model of « Economies of Worth», two qualitative studies are conducted. The first is based on the observation of outlets complemented by interviews with staff and customers. It reconstructs the process of membership in the store, showing components that may justify consumer resistance against joining the loyalty programs The second conduct narrative interviews with twenty seven informants. It shows that respondents justify their resistance by issuing critics to « market» and « industrial» world. These criticisms come from the « domestic», « civic», « opinion» and « inspiration» world. These results build a conceptualization of consumer resistance against joining loyalty programs. It highlights two elements prior to the situation of influence: (1) regimes of justification and (2) market metacognition. It also shows that this resistance is moderated by individual characteristics.

Cette thèse étudie le rôle du leadership d’opinion dans un contexte particulier : celui de la résistance du consommateur à la marque. Afin de répondre à cet objectif, trois études sont menées. Une étude ethnographique permet de définir les caractéristiques et les rôles des leaders d’opinion dans un groupe de résistance. Les leaders se distinguent par leur statut, à la fois formel et informel. Ils présentent des caractéristiques socio-démographiques, psychologiques et relatives à leurs habitudes de consommation. Ils endossent trois types de rôles : l’influence sur la résistance des militants et des autres consommateurs, la transmission et le maintien des normes du groupe, et les relations hors du groupe. La deuxième étude qualitative, fondée sur une approche clinique, permet de comprendre l’exercice du leadership d’opinion contre la marque. L’analyse de contenu de 15 entretiens semi-directifs fait émerger des facteurs qui l’impactent, positivement et négativement. Ils sont de trois natures : contextuelle, individuelle et relationnelle. L’étude quantitative, basée sur une quasi-expérimentation (n=260), montre que le leadership d’opinion dans une cause a un effet indirect sur l’intention du consommateur de résister à une marque qui la transgresse, via l’expertise perçue du leader dans la cause. L’homophilie perceptuelle (similarité en matière de goûts, dégoûts, valeurs et expériences) et la force des liens (proximité affective) exercent un effet modérateur dans le modèle / This Ph.D. dissertation studies the role of opinion leadership in a particular context that is consumer resistance to brand. To this end, three studies are conducted. First, an ethnographic research helps to better define the characteristics and roles of opinion leaders in a resistance group. Results show that these leaders have particular status, both formal and informal. They also possess sociodemographic and psychological characteristics, as well as characteristics related to their own consumption habits. Finally they can take on three different roles: influencing militants and other consumer’s resistance, transmitting and maintaining group norms, and managing external relations. The second study draws from a clinical approach and uses 15 in-depth interviews to understand leaders’ actions against the brand. Data analysis emphasizes contextual, individual, and relational factors which all have consequences – whether positive or negative – on the opinion leadership process. Finally, a quantitative study based on a quasi-experiment (n=260) shows that opinion leadership in a cause has an indirect effect on consumer intention to resist against a particular brand (boycott, complaints, negative word-of-mouth), via leader’s perceived expertise in the cause. Perceptual homophily (similarity of tastes, distastes, values and experiences) and ties strength (affective closeness) have moderator effects in the model

Les travaux sur la résistance du consommateur fournissent une meilleure compréhension des manifestations et des facteurs situationnels déclenchant ces comportements. Afin d'aller plus loin dans l'identification des caractéristiques du consommateur résistant et des processus psychologiques qui le poussent à agir, nous proposons d'explorer l'existence d'une disposition individuelle stable – la propension à résister du consommateur (PRC) – susceptible d'expliquer la tendance de certains consommateurs à s'opposer à des formes d'influence marchande.L'objectif de cette recherche est donc (1) de proposer une conceptualisation de la propension à résister du consommateur comme variable individuelle centrale explicative du comportement de résistance ; (2) d'en fournir un outil de mesure fiable et valide ; (3) d'en déterminer l'impact sur les comportements de consommation et enfin (4) de tester le rôle différentiel de la situation et de cette variable dans la détermination des comportements de résistance.La mise en œuvre d'une double étude qualitative (focus groups et entretiens individuels) a permis de définir le construit et d'explorer sa dimensionnalité. Une échelle de mesure est ensuite validée sur deux dispositifs d'influence (la publicité et la vente) et confirme l'existence de deux profils de PRC : un profil orienté « confrontation » et un profil orienté « évitement ».Une expérimentation menée auprès de 500 personnes représentatives de la population française met en évidence un lien fort entre le niveau de PRC et les réactions négatives des consommateurs aux sollicitations marchandes. Elle montre que la PRC est un meilleur prédicteur du comportement de résistance dans les situations à faible potentiel de résistance, alors que la situation prédit mieux la résistance lorsque l'intensité de l'influence ou de la manipulation perçue est élevée. Les résultats de cette recherche invitent à considérer deux profils distincts de consommateurs résistants qui appellent des stratégies marketing différenciées. / Current researches on consumer resistance allow a better understanding of the manifestations and situational factors triggering these behaviors. In order to go further in the identification of the psychological processes underlying those behaviors, we propose exploring an individual disposition - consumers' propensity to resist (CPR)-.that may explain the tendency of some consumers to oppose marketers' influenceThe objective of this research is to (1) offer a conceptualization the consumer's propensity to resist the consumer, (2) to provide a reliable and valid measurement tool of this concept, (3 ) to determine the impact of this individual trait on some consumers behaviors and finally (4) to test the differential role of the situation and CPR in determining resistance behaviors.The implementation of a dual qualitative study (focus groups and in-depth interviews) helped to define the construct and explore its dimensionality. A measurement scale is then validated on two mechanisms of influence (advertising and sales) and confirms the existence of two profiles of CPR: a profile linked to “confrontation” and the other linked to “avoidance”.An experiment conducted with 500 people representative of the french population demonstrates a strong link between levels of CPR and negative reactions of consumers to marketers' demands. It shows that CPR is a better predictor of resistant behaviors in situations where the intensity of influence or the perceived manipulation is low, while the situation is a better predictor of resistance when the intensity of the influence or perceived manipulation is high The results of this research invite to consider two distinct profiles of resistant consumers that may deserve differentiated marketing strategies.

L’objet de notre thèse est de situer l’analyse de l’innovation au niveau précis de la signification. Le point d’ancrage de l’étude d’une innovation est déplacé d’un point de vue purement technique à une approche représentationnelle et dialogique de l’innovation. Il s’agit de proposer une approche interprétative de l’innovation en procédant à l’analyse des imaginaires et représentations de trois catégories d’acteurs (offre, consommateurs et résistants) participant à la construction de sens d’un marché innovant « en train de se faire » : les nanotechnologies. En envisageant l’innovation comme un signifiant aux signifiés variables selon les acteurs – i.e un praxème -, nous tentons à la fois de renverser les schémas traditionnels en marketing de l’innovation - qui proposent une lecture déterministe, mécaniste et linéaire du rapport entre offre et marché -, et d’instaurer une lecture dialogique entre les acteurs de l’offre, les consommateurs et les résistants à l’innovation. Par une approche qualitative, nous étudions les modalités discursives et rhétoriques que s’opposent les acteurs de « l’arène sémantique » que constitue l’innovation. Ces modalités s’inscrivent tantôt dans une co-construction de sens et de marché, tantôt dans une déconstruction-reconstruction de sens et de marché. Ce travail vise d’une part à valoriser l’importance du sens, des jeux rhétoriques et symboliques en contexte innovant et, d’autre part, à montrer en quoi la signification d’une innovation n’est pas prédéfinie unilatéralement par l’offre, mais procède davantage d’un affrontement sémantique entre acteurs engagés dans un rapport dialogique. / The purpose of our research is to situate the analysis of the innovation at the precise level of meaning. The basis for this innovation research is a move away from a purely technical perspective to a representational and dialogical approach.To achieve this aim, we propose an interpretive approach of innovation by analysing imaginaries and representations of three categories of actors (offer, consumers and opponents) who participate in the construction of meaning in an innovative « in the making » market : nanotechnologies. By considering innovation as a term with multiple meanings according to the different actors – i.e. a praxeme -, we attempt to overthrow traditional schemes in marketing of innovation which propose a deterministic, mechanistic and linear reading of the relation between the offer and the market -, and to encourage a dialogical reading between the offer, the consumers and the innovation resistants. By a qualitative approach, we study the discursive and rhetoric modes that are opposed by the actors of the « semantic arena » that constitutes the innovation. These modes, on the one hand, fit into a co-construction of meaning and a co-construction of the market. On the other hand, they fit into a deconstruction-reconstruction of sense and of the market. This work aims, on the one hand, to highlight the importance of meaning, of the rhetoric and symbolic games in the innovative context, and, on the other hand, to show that the meaning of an innovation is not predetermined unilaterally by the offer, but results more from a semantic confrontation between actors involved in a dialogical relation

Background: We live in a world where not everyone is employed; numerous people havelost their jobs due to several factors where one of them is the economic crisis. This has hada huge impact on Sweden and the unemployment rate. Previous research has shown thatinflation, unemployment, and high interest rates represent risks to consumer welfare. We all consume daily, or on occasions, but how do unemployed consumers consume, what do they consume and why? In this area, the authors have found a knowledge gap in literature; therefore exploring this phenomenon is of interest.   Purpose: The purpose of this study is to explore and illustrate how consumers who have experienced a life transition, from employment to unemployment, are affected by this and how it has an impact on their consumption.   Method: This is an exploratory study performed with a qualitative and an abductive approach, where the authors used primary data collection through semi-structured in-depth interviews in Swedish with 16 unemployed consumers. These unemployed consumers were selected at Arbetsförmedlingen, the public employment service, in Jönköping.   Results: By living in unemployment the consumers have been affected psychologically, physically, financially and socially. Their identity has changed for each of them since they have to adapt to the new circumstances in their life. The new life situation has had an impact on the consumer’s well-being where depression, anxiety, and a feeling of being the underdog in the society is present. Their new life situation has implied a change in their consumption behavior since they nowadays have to prioritize the basic needs. Many of the respondents used explicit and implicit shopping-list in order to reduce their impulse buying. The contribution that the authors have done to the theory of resistance is a fourth category called ‘Everyday life resistance’ which explains the behavior of people who live in unemployment, i.e. they always have to think about resisting temptations, wants, desires, and avoiding situations where the result may be unnecessary consumption. The consumers in this study are highly involved in their consumption behavior, which the authors have chosen to call ‘reversed habitual decision making’. This kind of involvement is very high despite the high- or low risk category of the product. Their new life situation has made them more aware of product alternatives, market supply, prices, and also knowledge about their own resistance in the marketplace. / Bakgrund: Vi lever i en värld där inte alla har en anställning, en omfattande andel av befolkningen har förlorat sitt jobb på grund av flera faktorer, där en av dem är den ekonomiska krisen. Detta har haft en stor påverkan på Sverige och dess arbetslöshet. Föregående studier har visat att inflation, arbetslöshet och hög räntesats representerar risk för konsumentens välbefinnande. Vi alla konsumerar dagligen eller vid speciella tillfällen, men hur konsumerar en arbetslös konsument, vad konsumerar dem och varför? Inom detta område har författarna funnit ett kunskaps gap i litteraturen, därav är en undersökning av detta fenomen av intresse.   Syfte: Syftet med denna studie är att utforska och illustrera hur konsumenter som har genomgått en livsförändring, från att ha varit anställd till att vara arbetslös, är påverkade av detta och hur detta har inverkat på deras konsumtion.   Metod: Detta är en explorativ studie genomförd med en kvalitativ och abduktiv tillvägagångssätt där författarna har använt sig av primär information samlad genom, till viss del, strukturerade djupgående intervjuer på svenska med 16 arbetslösa konsumenter. Dessa var utvalda vid Arbetsförmedlingen i Jönköping.   Resultat: Att leva som arbetslös har påverkat konsumenterna psykologiskt, fysiskt, finansiellt och socialt. Deras identitet har förändrats då de måste anpassa sig till den nya livssituationen. Den nya situationen har påverkat konsumenternas hälsa då de känner av depression, ängslan och känner sig mindre värda i samhället. Deras nya livssituation har inneburit en det förändringar i deras konsument beteende eftersom de numera måste prioritera sina primära behov. Många av studiens deltagare använde sig av explicita och implicita inköpslistor för att minimera spontanköp. Författarnas bidrag till teorin om motstånd är en fjärde kategori kallad ‘Vardagligt motstånd’ vilket förklarar beteendet hos arbetslösa personer dvs. de måste hela tiden tänka på att motstå frestelser, begär och försöka undvika situationer där onödiga inköp kan uppstå. Konsumenterna i denna studie är synnerligen involverade i sitt konsument beteende, detta har författarna valt att benämna ’omvänt rutin besluts genomförande’. Denna typ av involvering är väldigt hög oavsett om produktkategorin innebär hög- eller låg risk. Deras nya livssituation har gjort dem mer medvetna om alternativa produkter, marknadens utbud, priser och ny kunskap om deras egna motstånd inom konsumtionssamhället.

<p><strong>Background:</strong> We live in a world where not everyone is employed; numerous people havelost their jobs due to several factors where one of them is the economic crisis. This has hada huge impact on Sweden and the unemployment rate. Previous research has shown thatinflation, unemployment, and high interest rates represent risks to consumer welfare. We all consume daily, or on occasions, but how do unemployed consumers consume, what do they consume and why? In this area, the authors have found a knowledge gap in literature; therefore exploring this phenomenon is of interest.</p><p> </p><p><strong>Purpose:</strong> The purpose of this study is to explore and illustrate how consumers who have experienced a life transition, from employment to unemployment, are affected by this and how it has an impact on their consumption.</p><p> </p><p><strong>Method:</strong> This is an exploratory study performed with a qualitative and an abductive approach, where the authors used primary data collection through semi-structured in-depth interviews in Swedish with 16 unemployed consumers. These unemployed consumers were selected at Arbetsförmedlingen, the public employment service, in Jönköping.</p><p> </p><p><strong>Results:</strong> By living in unemployment the consumers have been affected psychologically, physically, financially and socially. Their identity has changed for each of them since they have to adapt to the new circumstances in their life. The new life situation has had an impact on the consumer’s well-being where depression, anxiety, and a feeling of being the underdog in the society is present. Their new life situation has implied a change in their consumption behavior since they nowadays have to prioritize the basic needs. Many of the respondents used explicit and implicit shopping-list in order to reduce their impulse buying. The contribution that the authors have done to the theory of resistance is a fourth category called ‘Everyday life resistance’ which explains the behavior of people who live in unemployment, i.e. they always have to think about resisting temptations, wants, desires, and avoiding situations where the result may be unnecessary consumption. The consumers in this study are highly involved in their consumption behavior, which the authors have chosen to call ‘reversed habitual decision making’. This kind of involvement is very high despite the high- or low risk category of the product. Their new life situation has made them more aware of product alternatives, market supply, prices, and also knowledge about their own resistance in the marketplace.</p> / <p><strong>Bakgrund:</strong> Vi lever i en värld där inte alla har en anställning, en omfattande andel av befolkningen har förlorat sitt jobb på grund av flera faktorer, där en av dem är den ekonomiska krisen. Detta har haft en stor påverkan på Sverige och dess arbetslöshet. Föregående studier har visat att inflation, arbetslöshet och hög räntesats representerar risk för konsumentens välbefinnande. Vi alla konsumerar dagligen eller vid speciella tillfällen, men hur konsumerar en arbetslös konsument, vad konsumerar dem och varför? Inom detta område har författarna funnit ett kunskaps gap i litteraturen, därav är en undersökning av detta fenomen av intresse.</p><p> </p><p><strong>Syfte:</strong> Syftet med denna studie är att utforska och illustrera hur konsumenter som har genomgått en livsförändring, från att ha varit anställd till att vara arbetslös, är påverkade av detta och hur detta har inverkat på deras konsumtion.</p><p> </p><p><strong>Metod:</strong> Detta är en explorativ studie genomförd med en kvalitativ och abduktiv tillvägagångssätt där författarna har använt sig av primär information samlad genom, till viss del, strukturerade djupgående intervjuer på svenska med 16 arbetslösa konsumenter. Dessa var utvalda vid Arbetsförmedlingen i Jönköping.</p><p> </p><p><strong>Resultat:</strong> Att leva som arbetslös har påverkat konsumenterna psykologiskt, fysiskt, finansiellt och socialt. Deras identitet har förändrats då de måste anpassa sig till den nya livssituationen. Den nya situationen har påverkat konsumenternas hälsa då de känner av depression, ängslan och känner sig mindre värda i samhället. Deras nya livssituation har inneburit en det förändringar i deras konsument beteende eftersom de numera måste prioritera sina primära behov. Många av studiens deltagare använde sig av explicita och implicita inköpslistor för att minimera spontanköp. Författarnas bidrag till teorin om motstånd är en fjärde kategori kallad ‘Vardagligt motstånd’ vilket förklarar beteendet hos arbetslösa personer dvs. de måste hela tiden tänka på att motstå frestelser, begär och försöka undvika situationer där onödiga inköp kan uppstå. Konsumenterna i denna studie är synnerligen involverade i sitt konsument beteende, detta har författarna valt att benämna ’omvänt rutin besluts genomförande’. Denna typ av involvering är väldigt hög oavsett om produktkategorin innebär hög- eller låg risk. Deras nya livssituation har gjort dem mer medvetna om alternativa produkter, marknadens utbud, priser och ny kunskap om deras egna motstånd inom konsumtionssamhället.</p>