Much current anti-consumerist and anti-globalisation discourse identifies boycotting as an immensely powerful force. Religious and secular activists alike promote consumer boycotts as a type of practised resistance that promises to break US economic, military and cultural hegemony. Obviously, consumers' support is essential for the success of such boycotts, and I argue that insufficient anthropological attention has been paid to the micro-social logics of modern forms of boycotting. This article examines the political and cultural effects of the Islamic opposition's call to boycott US goods in Malaysia in the wake of 9/11. I shall show how this issue evokes a wide range of contestations and paradoxes in the everyday lives of suburban Malay Muslim middle-class families. Most of all, the boycott confronts divergent Malay middle-class groups with the problem of how to translate intentionality into practice. [Download]