Boycott movements are often one of the most effective anticonsumption tactics used against companies that engage in practices deemed unethical or unjustified. This research explores the motives, causes, and targets of consumer boycott behavior using content analysis of Twitter feeds. Additionally, human sentiment analysis is used to investigate the relationship between boycott motives and the emotional intensity of boycott messages. The findings from analyzing a sample of 1,422 tweets show that while human rights issues constitute the leading cause of boycotts, business strategy decisions and corporate failures are also frequent causes, with for‐profit providers of products and services being the most common boycott targets. The results also indicate that although consumer boycott messages are more commonly motivated by instrumental motives, noninstrumental motives have higher emotional intensity. This study provides a deeper understanding of consumer boycott behavior, and offers implications for consumers and businesses.

No abstract

Low‐literacy consumers face disadvantages when making product choices. This article presents the results of two studies designed to explore differences in decision‐making behavior across consumer literacy levels, focusing on consumers’ ability to evaluate information in print ads and product packaging. The authors demonstrate that the presence of a visual decision aid at the point of purchase can improve choice for low‐literacy consumers.

Important macromarketing issues in the twenty-first century include consumer vulnerability, consumer empowerment, immigration, and acculturation. In the United States, the absolute number and percentage of the foreign-born population continues to increase as does the number of people, indicating a non-English primary language spoken in their homes. This large, growing population segment with limited English language abilities faces higher chances of encountering marketplace imbalances. Accordingly, we expand the model of Baker, Gentry, and Rittenburg of consumer vulnerability to capture a dynamic, reflexive marketplace experienced by limited English proficient (LEP) consumers. The integration of a pivotal piece of acculturation research by Berry et al. drives the development of generalized systems diagrams depicting how LEP consumer vulnerability is enacted and facilitates increased understanding of the emergent phenomenon. Potential research questions are identified and organized using the framework of Layton and Grossbart to better position and inform future macromarketing and public policy research.

Purpose – The objective of this paper is to develop a better understanding of brand engagement by examining two of its antecedents: design benefits and consumer emotions. The authors explore the relationship between design and brand engagement and advance a model with emotional responses as mediator. Design/methodology/approach – This paper integrates a range of theoretical works across design and marketing, including concepts of product design, types of design benefits, brand engagement, and brand communities. Findings – The authors propose a conceptual model where emotional arousal, which differs across design benefits, mediates the relationship between design benefits and brand engagement. Brand engagement intensifies with emotional arousal as design benefits change from functional, to hedonic, to symbolic. Research limitations/implications – The conceptual model proposed in this paper can have significant applications in the areas of product design, branding strategies, and brand communications. However, it has not been tested empirically. Practical implications – The resulting model improves understanding of how marketers can use design to elicit different forms of brand engagement. Implications for marketers include planning brand engagement outcomes early in the product or service development process; involving consumers in that process, clearly communicating the benefits of the design; and supporting venues where brand engagement of different types can be practiced. Originality/value – Brand engagement is unique brand-related behavior that has received limited attention in the design and marketing literatures. The proposed model offers a look at brand engagement from a design perspective, while emphasizing the role of consumers' emotional responses to design benefits.