Anti-consumption scholarship has been ideologically one-sided. It has established a research domain aligned with projects favored by the global political left, such as being environmentally sustainable, consuming ethically, and resisting corporate capitalism, while overlooking strains of anti-consumption thought and action driven by conservative interests. It has advanced knowledge of individuals, their reasoning, and market behavior patterns in the here and now, but has neglected the state-sponsored and temporal dimensions of anti-consumption phenomena. This article seeks to redress this imbalance and broaden the field through a historical counternarrative illustrating right-wing prohibitions, boycotts of media content, brands, and companies, and, most recently, resistance to sustainable consumption. The different interests served, effects on consumption behavior, and market and societal impacts of these anti-consumption efforts in the American experience are analyzed. Implications for the domain of anti-consumption and macromarketing research and opportunities for potential global study are discussed.

反消费奖学金在思想上是单方面的。它建立了一个与全球政治左翼所偏爱的项目相一致的研究领域，例如在环境上可持续，在道德上消费和抵制公司资本主义，同时忽略了由保守利益驱动的反消费思想和行动。它具有对个人，他们的推理以及当前和现在的市场行为模式的先进知识，但是却忽略了国家支持的反消费现象的时间维度。本文旨在通过历史性的反叙述来纠正这种不平衡并扩大领域，其中包括右翼禁令，抵制媒体内容，品牌和公司，以及最近对可持续消费的抵制。不同的利益，在美国的经验中，分析了这些反消费行为对消费行为的影响以及市场和社会影响。讨论了反消费和宏观营销研究领域的含义以及潜在的全球研究机会。