Consumer subversion refers to consumer acts that are intended to impede the ability of marketers to develop and implement a marketing strategy, including market segmentation, target marketing, and the formulation of a marketing mix. Consumer subversion has featured across many bodies of marketing literature, yet it has not been explicitly defined and studied. This paper identifies and organizes examples of consumer subversion from marketing literature. It delineates how consumer subversion is related to, yet different from, related terms, such as anti-consumption, consumer revenge and retaliation, dysfunctional and deviant consumer behavior, and consumer movements. Consumer subversion can be proactive or reactive, and can be targeted at specific firms or towards the marketing function in general. Such acts range from individual exit or using ad blockers to extreme hostility via revenge or sabotage. This study derives a classification of consumer subverters, discusses the psychological “need to win” linked to consumer subversion, and presents a research agenda organized around consumers who subvert, firms that are subverted, and antecedents and consequences of subversion.

中文翻译：

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消费者颠覆及其与反消费、越轨行为和消费者报复的关系

颠覆消费者行为是指旨在阻碍营销人员制定和实施营销策略的能力的消费者行为，包括市场细分、目标营销和营销组合的制定。消费者颠覆在许多营销文献中都有体现，但尚未明确定义和研究。本文从营销文献中识别并组织了消费者颠覆的例子。它描述了消费者颠覆如何与相关术语相关但又有所不同，例如反消费、消费者报复和报复、功能失调和偏差的消费者行为以及消费者运动。消费者颠覆可以是主动的或被动的，可以针对特定的公司或一般的营销功能。此类行为的范围从个人退出或使用广告拦截器到通过报复或破坏的极端敌意。本研究推导了消费者颠覆者的分类，讨论了与消费者颠覆相关的心理“需要获胜”，并提出了围绕颠覆的消费者、被颠覆的公司以及颠覆的前因和后果组织的研究议程。