Firms' strategic behavior versus consumers' behavior: an explanation through the inoculation theory: Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress

The aim of our paper is to clear up the draw backs of the firms’ strategic behavior on consumer behavior. It attempts to spot light on a possible interaction between strategic firms behavior and consumer behavior by using Inoculation Theory. Indeed, it suggests that interaction between firms on the public scene can be a possible source of inspiration for the consumers who react vertically to the firm and horizontally to its consumers by replicating the same firms’ interactional scheme with other consumers. A netnographic study of Smartphone consumers’ behavior reveals interesting results on possible inoculating effect of the firms’ strategic behavior and interaction on consumers that is noticeable through oppositional loyalty and resistance phenomena. We chose to call this replication of behavior from the corporate level to the consumer level ‘The Mirror Effect’. Despites the exploratory nature of our study, it draws attention towards a reconsideration of the use of inoculation theory and permits building a bridge between two analysis levels: the corporate and the consumer one.