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214 Journal of Macromarketing 33(3)Further research should look into how boycott organizersshould design and implement strategies to overcome the nonparticipationphenomenon.AcknowledgmentsThe author thanks editor Terrence Witkowski, guest editors MichaelLee, Hélène Cherrier, and Russell Belk, the three anonymous reviewers,Teresa Davis and the participants of the 2012 ICAR and InternationalSocial Marketing Conference for their valuable comments.Declaration of Conflicting InterestsThe author(s) declared no potential conflicts of interest with respect tothe research, authorship, and/or publication of this article.FundingThe author(s) received no financial support for the research, authorship,and/or publication of this article.ReferencesAllenby, Greg M., Neeraj Arora, and James L. Ginter (1995), ‘‘IncorporatingPrior Knowledge into the Analysis of Conjoint Studies,’’Journal of Marketing Research, 32 (2), 152-162.Aronson, Elliot, T. D. Wilson, and R. D. 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