The fallout from French nuclear testing in the South Pacific: A longitudinal study of consumer boycotts

Abstract

Purpose - The frequency and sophistication of consumer boycotts continue to increase from already high levels. Surprisingly, only limited research in marketing has investigated this topic. The purpose of this paper is to provide a strategic analysis of an actual consumer protest with implications for better managerial decisions. Design/methodology/approach - The animosity model of consumer purchase behavior was employed in two longitudinal studies to investigate an ongoing marketplace protest - Australian consumers' boycott of French products. Study 1 was carried out while France was engaged in nuclear testing in the South Pacific. Study 2 was carried out 1 year after the resolution of the c..