#Canceled! Exploring the phenomenon of canceling

The term “canceling” is used often in the media and popular press to demonstrate consumers’ dissatisfaction with a brand, organization, or person. However, little research has examined what canceling actually is and what it means to be “canceled.” In this exploratory research, we focus specifically on the canceling of brands. We attempt to differentiate cancelations from boycotts and examine some of the fundamental reasons why consumers feel compelled to cancel brands. Using qualitative data, survey data, and field data from X (formally Twitter), we start to develop a better understanding of canceling behavior.