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

Here’s a new paper I contributed to. We interviewed around 80 consumers to probe their experiences of marketing – which were mainly negative – and discovered the various subtle ways in which they see to beat, ditch and hide from marketing and marketers. We had some really surprising findings. For example, some consumers would happily invite marketers to interact with them so that they could toy with them. They would keep marketers on the phone only to beat them at the last minute. It’s interesting stuff!


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