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Journal Articles Recherche et Applications en Marketing (English Edition) Year : 2014

Consumers’ neutralization strategies to counter normative pressure : The case of illegal downloading

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Abstract

The process of neutralization of normative pressure by consumers, which allows the performance of deviant practices while maintaining the attachment to the norm, has not been sufficiently studied. Our analysis, in the case of illegal downloading, shows that consumers produce an autonomous discursive set, articulated around three defensive strategies (disempowerment as neutralizing, pragmatic neutralization, ideological neutralization) and accept internal contradiction.
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Dates and versions

hal-02048742 , version 1 (25-02-2019)

Identifiers

  • HAL Id : hal-02048742 , version 1

Cite

Philippe Odou, Gaêl Bonnin. Consumers’ neutralization strategies to counter normative pressure : The case of illegal downloading. Recherche et Applications en Marketing (English Edition), 2014, 29 (1), pp.103-121. ⟨hal-02048742⟩
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