Abstract
Consumer movements like Extinction Rebellion are being increasingly examined for theirpotential to change current consumption conventions and thus facilitate societal-level change.Past consumer research employs primarily qualitative methods to examine how suchmovements emerge, mobilise, and what strategies they employ. It is less clear though whenthese movements succeed in provoking enduring social change. We here introduce a collectionof experimental paradigms that allow researchers to examine when and how consumermovements can provoke a change across a social network over time: social tipping paradigmsgrounded in game theory. Specifically, these paradigms help provide insight into the causalrole of different interventions (e.g. consumer activists being identifiable or not) in boosting orbuffering societal-level social tipping provoked by a movement. Our goal is to create anapproachable review of existing paradigms and provide consumer researchers with a primerfor employing these paradigms in their own research.
Original language | English |
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Pages (from-to) | 427-440 |
Number of pages | 14 |
Journal | Journal of the Association of Consumer Research |
Volume | 9 |
Issue number | 4 |
DOIs | |
Publication status | Published - Oct-2024 |