Mapping symbolic (anti-) consumption

Rejection is at the heart of anti-consumption and is therefore key to some of the central relationships in symbolic consumption. However, researchers find rejection difficult to study because of the lack of material traces. This article draws on earlier frameworks to develop a new integrated and expanded conceptualization in order to achieve a more nuanced view of how rejection operates within symbolic consumption; and also to initiate research directions for investigating and theorizing rejection in anti-consumption. The focus on anti-consumption incorporates the interaction between avoidance, aversion and abandonment, and the relationship between distastes and the undesired self (mediated by the marketing, social and individual environments). A series of interrelationships and illustrations suggest how the expanded conceptualization is useful for theorizing and investigating anti-consumption.