• This research addresses the question of how boycotting (punishing business for unfavorable behavior) differs from buycotting (rewarding business for favorable behavior). This analysis of 21 535 adults from the 2002/2003 European Social Survey (ESS) compares the effects of social capital, altruism, and gender on different categories of political consumers. Logistic regression analyses reveal that boycotters do indeed differ from buycotters. Specifically, women and people who are more trusting, involved in more voluntary associations, or more altruistic are more likely to buycott than boycott. These differences support the inclusion of both boycott and buycott measures in future studies of political consumerism.

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