Hann, Il-Horn; Hui, Kai-Lung; Lee, Sang-Yong T.; Png, … - In: Management Science 54 (2008) 6, pp. 1094-1103
We introduce the concept of marketing avoidance--consumer efforts to conceal themselves and to deflect marketing. The setting is one in which sellers market some item through solicitations to potential consumers, who differ in their benefit from the item and suffer harm from receiving...