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Rejoinder: Spilling More Beans on Political Consumerism: It’s More of the Same Tune

Author

Listed:
  • Jūra Liaukonytė

    (S.C. Johnson College of Business, Cornell University, Ithaca, New York 14850)

  • Anna Tuchman

    (Kellogg School of Management, Northwestern University, Evanston, Illinois 60208)

  • Xinrong Zhu

    (Department of Marketing, Imperial College Business School, London SW7 2AZ, United Kingdom)

Abstract

Lelkes (2022) and Bronnenberg and Dubé (2022) provide thoughtful comments on Liaukonytė et al. (2022) and give additional context for how our work relates to the broader literature on political consumerism, polarization, and corporate political engagement. The comments also highlight important areas for future research especially as they relate to the generalizability of our findings, identification challenges, and consumer motivation to engage in political consumerism. In this rejoinder, we expand on each of these three points. In revisiting the generalizability angle, we also document the aftermath of another high-profile social media boycott campaign: widely publicized calls to boycott Spotify did not harm Spotify’s subscriber numbers or revenue, which grew at a similar rate as before the controversy. We discuss this and other similarities between the Spotify and Goya boycotts.

Suggested Citation

  • Jūra Liaukonytė & Anna Tuchman & Xinrong Zhu, 2023. "Rejoinder: Spilling More Beans on Political Consumerism: It’s More of the Same Tune," Marketing Science, INFORMS, vol. 42(1), pages 32-36, January.
    • Handle: RePEc:inm:ormksc:v:42:y:2023:i:1:p:32-36
    DOI: 10.1287/mksc.2022.1411
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