The anti-consumption movement: Researchers examine resistance to global brands

What motivates people to rebel against global brands—or consumption in general? A new study in the Journal of Consumer Research examines the connection between nationalism and the anti-consumption movement in India.

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<p><a href="http://www.physorg.com/news164304130.html">The anti-consumption movement: Researchers examine resistance to global brands</a></p> <p>What motivates people to rebel against global brands—or consumption in general? A new study in the <i>Journal of Consumer Research</i> examines the connection between nationalism and the anti-consumption movement in India.</p>