Cancel Culture: The Intersection of Product Elasticity and Consumer Activism

Presentation Type

Poster

Conference Date

Spring 4-17-2026

Abstract

The rise of digital spaces has given way to the phenomenon of cancel culture, allowing consumers to publicly target brands and corporations for perceived wrongdoing. While existing research emphasizes the importance of consumer-brand relationships in shaping brand loyalty and reputation, it has not yet been studied how the “replaceability” of products and services dictates their vulnerability to Cancel Culture. This study investigates the way in which product elasticity influences how college students choose to “cancel” a brand and the motivations behind these decisions. Using a mixed-methods approach, this research collects both qualitative and quantitative data through a structured survey containing both open and closed-ended questions regarding participant experiences. The analysis aims to look at the cross-section of product elasticity and personal values and how this intersection influences cancellation behavior. Ultimately, by exploring this relationship, this research seeks to provide insight into how marketers and businesses can mitigate their vulnerability in the era of digital activism.

Presenter

Alexis Ray

Faculty Mentor

Kris Lindsey Hall

Award

1st Place, LSU E.J. Ourso College of Business

Academic Major

Marketing

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