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The article analyses one of the parts of anti-consumption phenomenon – brand avoidance. Most of the research on the topic of brand avoidance is usually qualitative, analysing only singular brand avoidance reasons, whereas this article employs a quantitative method to analyse brand avoidance, including different brand-related stimuli (unmet expectations, symbolic incongruence, unacceptable trade-off, ideological incompatibility) and the negative emotions (dislike, anger, worry, embarrassment)doi:10.15388/omee.2015.6.1.14227 fatcat:b7hhhr7bbzdsrnxejyz2apzhda