Cutright, Keisha M.; Wu, Eugenia C.; Banfield, Jillian C.; … - In: Journal of Consumer Research 38 (2011) 1, pp. 62-62
Consumers are often strongly motivated to view themselves as part of a legitimate and fair external system. Our research focuses on how individuals adopt distinct ways of defending their system when it is threatened and, in particular, how this is revealed in their consumption choices. We find...