A socio-cultural approach to exploring consumer boycott intelligence : a commentary essay.

The paper, “A socio–cognitive approach to exploring consumer boycott intelligence,” effectively explores issues surrounding the boycott behavior of Muslim and Christian consumers in Lebanon. This commentary is to promote further development of the research domain, both the specific topic of this paper as well as wider issues of boycott behavior, by considering the limitations and discourse of the adopted methodology, the positioning of the paper within the extant literature, and future development of methodology. This commentary considers several frameworks and research traditions identifying a need for a longitudinal research strategy of which Farah and Newman [Farah, MF, Newman, AJ. A socio–cognitive approach to exploring consumer boycott intelligence. J Bus Res 2009-this issue.] is only one part within a particular situation and context. The commentary suggests potential prospective research strategies for further development of the topic