Anti-consumption studies are gaining in popularity, but doubt remains as to whether they can add anything unique to consumer research and marketing that other similar topics cannot. This article attempts to explain the distinctive nature of anti-consumption and how it can contribute to the understanding of marketing beyond other related phenomena, such as ethical consumption, environmental consumption, consumer resistance, and symbolic consumption. Drawing upon reasons theory, the article contends that the "reasons against" consumption are not always the logical opposite of the "reasons for" consumption and there are important differences between phenomena of negation and affirmation. By focusing on the reasons against consumption, anti-consumption research acts as a lens that scholars and practitioners may use to view similar phenomena in a new light. The article illustrates this point by offering anti-consumption as an overarching perspective that spans a range of behavioral and thematic contexts, thereby revealing its unique contribution to marketing.