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Beating, ditching and hiding: consumers’ everyday resistance to marketing


Teresa Heath

Robert Cluley



This article illuminates consumers’ views of marketing in light of theories of resistance. It argues that consumers engage in resistance to the power of marketing through their everyday actions and also through the ways they construct their accounts of these actions. It identifies three theoretical approaches to resistance (hegemonic, relational and autonomous). These are used to discuss consumers’ accounts of marketing collected through 78 personal interviews in which participants were asked to describe marketing and provide examples of their experiences with marketing as they defined it. Through this, the study uncovers various forms of consumer resistance, which can often go unnoticed. These are conceptualised through the notion of everyday resistance to marketing and are used to challenge existing marketing theory and develop paths for future research.


Heath, T., Cluley, R., & O’Malley, L. (in press). Beating, ditching and hiding: consumers’ everyday resistance to marketing. Journal of Marketing Management, 33(15/16),

Journal Article Type Article
Acceptance Date Jul 11, 2017
Online Publication Date Oct 13, 2017
Deposit Date Nov 8, 2017
Publicly Available Date Apr 14, 2019
Journal Journal of Marketing Management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Routledge
Peer Reviewed Peer Reviewed
Volume 33
Issue 15/16
Keywords Consumer resistance; Critical marketing; Power relations; Empowerment; Consumer culture
Public URL
Publisher URL
Additional Information This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 13/10/2017, available online:


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