Exploring Motivations for Participation in a Consumer Boycott

While the threat of boycotts has become an important consideration in management decision-making, there has been little research of factors influencing an individual's motivation to participate in a boycott. This paper examines self-enhancement and need for consistency as possible explanations. It also adapts theories about pressure group motivations underlying calls for boycotts to explain individual motives for boycott participation. An empirical study found perceived egregiousness of a company's actions predicted boycott participation. However, the findings demonstrate that people differ in their reasons for participating in a boycott and that most individuals have mixed motivations, though instrumental motivations appear to predominate.