| Anti-consumption and brand avoidance MSW Lee, J Motion, D Conroy Journal of Business Research 62 (2), 169-180, 2009 | 849 | 2009 |
| Anti-consumption as the study of reasons against A Chatzidakis, MSW Lee Journal of Macromarketing 33 (3), 190-203, 2013 | 389 | 2013 |
| Intentional non-consumption for sustainability: consumer resistance and/or anti-consumption? H Cherrier, I Black, MSW Lee European Journal of Marketing 45 (11/12), 1757-1767, 2011 | 357 | 2011 |
| Anti-consumption: An overview and research agenda MSW Lee, KV Fernandez, MR Hyman Journal of Business Research 62 (2), 145-147, 2009 | 343 | 2009 |
| Anti-consumption, Materialism, and Consumer well-being MSW Lee, CSY Ahn Journal of Consumer Affairs 50 (1), 18-47, 2016 | 304 | 2016 |
| Anti-consumption and consumer resistance: concepts, concerns, conflicts and convergence M Lee, D Roux, H Cherrier, B Cova European Journal of Marketing 45 (11/12), 2011 | 264 | 2011 |
| Brand avoidance: A negative promises perspective. MSW Lee, D Conroy, J Motion Advances in consumer research 36, 2009 | 161 | 2009 |
| Don’t read this; or, who cares what the hell anti‐consumption is, anyways? RV Kozinets, JM Handelman, MSW Lee Consumption, Markets and Culture 13 (3), 225-233, 2010 | 156 | 2010 |
| Prepurchase determinants of brand avoidance: The moderating role of country-of-origin familiarity MA Khan, MSW Lee Journal of Global Marketing 27 (5), 329-343, 2014 | 150 | 2014 |
| Countering negative country of origin effects using Imagery Processing B Martin, MSW Lee, C Lacey Journal of Consumer Behaviour 10, 80-92, 2011 | 88 | 2011 |
| Hypocrisy, skepticism, and reputation: the mediating role of corporate social responsibility D Arli, P Van Esch, G Northey, MSW Lee, R Dimitriu Marketing Intelligence & Planning 37 (6), 706-720, 2019 | 75 | 2019 |
| A sustainable pathway to consumer wellbeing. The role of anticonsumption and consumer empowerment I Balderjahn, MSW Lee, B Seegebarth, M Peyer Journal of Consumer Affairs 54 (2), 456-488, 2020 | 66 | 2020 |
| Condoms and bananas: Shock advertising explained through congruence theory MSW Lee, F Septianto, C Frethey-Bentham, E Gao Journal of retailing and consumer services 57, 102228, 2020 | 51 | 2020 |
| Consume Less and Be Happy? Consume Less to Be Happy! An Introduction to the Special Issue on Anti-Consumption and Consumer Well-Being S Hoffmann, MSW Lee Journal of Consumer Affairs 50 (1), 3-17, 2016 | 50 | 2016 |
| Brand Avoidance, Genetic Modification, and Brandlessness MSW Lee, D Conroy, J Motion Australasian Marketing Journal 20 (4), 297-302, 2012 | 47 | 2012 |
| A systematic review of food loss and waste in China: Quantity, impacts and mediators C Li, P Bremer, MK Harder, MSW Lee, K Parker, EC Gaugler, M Mirosa Journal of environmental management 303, 114092, 2022 | 42 | 2022 |
| Emotional responses to plastic waste: Matching image and message framing in encouraging consumers to reduce plastic consumption F Septianto, MSW Lee Australasian Marketing Journal 28 (1), 18-29, 2020 | 41 | 2020 |
| Boycott them! No, boycott this! Do choice overload and small‐agent rationalization inhibit the signing of anti‐consumption petitions? U Yuksel, NT Thai, MSW Lee Psychology & Marketing 37 (2), 340-354, 2020 | 40 | 2020 |
| Anti‐consumption beyond boundaries: From niche topic to global phenomena MSW Lee, JM Ortega Egea, N García de Frutos Psychology & Marketing 37 (2), 171-176, 2020 | 37 | 2020 |
| Taking a bite out of Apple: jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value. MSW Lee, I Soon Journal of Product & Brand Management 26 (4), 351-364, 2017 | 35 | 2017 |
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