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Article
Publication date: 26 November 2021

Xiaoling Zhang

This study aimed to verify the impact of consumers' self-congruity on brand loyalty behavior when stock-out happens; the role of the psychological reactance theory as a mediator…

1384

Abstract

Purpose

This study aimed to verify the impact of consumers' self-congruity on brand loyalty behavior when stock-out happens; the role of the psychological reactance theory as a mediator was assessed.

Design/methodology/approach

Data collection was carried out in the form of a questionnaire survey. Data from 417 respondents were analyzed, and structural equation modeling was applied to test the hypotheses.

Findings

The findings revealed the positive significant impact of consumers' self-congruity on their brand loyalty behavior, and the mediating effect of psychological reactance between self-congruity and consumers' brand loyalty behavior.

Practical implications

This study offers retailers/brand owners a deeper understanding of the remedy strategy needed to reduce the sales loss in their firms when stock-out happens.

Originality/value

This study provides a theoretical and empirical test on the influence of consumers' self-congruity on their brand loyalty behavior, bringing consumers' psychological reactance into the research as a mediating factor, thereby enriching the existing research on consumers' out-of-stock reactions.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 10
Type: Research Article
ISSN: 1355-5855

Keywords

Open Access
Article
Publication date: 12 October 2023

Michela Matarazzo, Adamantios Diamantopoulos and Andreas Raff

Reactance theory is applied to investigate consumer responses to “buy local” campaigns initiated by government to counteract the effects of an economic crisis, using the COVID-19…

1311

Abstract

Purpose

Reactance theory is applied to investigate consumer responses to “buy local” campaigns initiated by government to counteract the effects of an economic crisis, using the COVID-19 pandemic as an illustrative context.

Design/methodology/approach

A conceptual model is developed, aimed at revealing the extent to which “buy local” campaigns – explicitly justified by the need to fight an economic crisis – are likely to lead to (a) compliance (i.e. support for local products/retailers) or (b) freedom restoration (i.e. support for foreign products/retailers). The model is subsequently tested on samples of German (N = 265) and Italian (N = 268) consumers.

Findings

“Buy local” campaigns are likely to generate reactance amongst consumers and such reactance can lead to both non-compliance and, albeit less so, freedom restoration outcomes. At the same time, consumer ethnocentrism acts as a countervailing influence by attenuating the effects of generated reactance and its undesirable outcomes.

Research limitations/implications

Psychological reactance theory offers a novel perspective for conceptually approaching the likely responses of consumers towards “buy local” campaigns and the empirical findings support the use of the theory in this context.

Practical implications

Policymakers seeking to encourage consumers to support the local economy during times of an economic crisis need to be aware that “buy local” campaigns may, against their intended communication goals, result in non-compliance as well as consumer responses in the opposite direction. Thus, the reactance-generating potential of such campaigns needs to be explicitly considered at the planning/implementation stage.

Originality/value

The findings confirm the relevance of reactance theory as a conceptual lens for studying the effects of “buy local” campaigns and have important implications for domestic/foreign firms as well as for policy makers seeking to encourage consumers to support the local economy during times of an economic crisis.

Details

International Marketing Review, vol. 40 no. 7
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 5 May 2021

Xiaohan Hu and Kevin Wise

The playable ad is a new type of digital advertising that combines interactivity with gamification. Guided by psychological reactance theory, this study aims to explore the…

1825

Abstract

Purpose

The playable ad is a new type of digital advertising that combines interactivity with gamification. Guided by psychological reactance theory, this study aims to explore the psychological processes and effects of playable ads on consumers’ perceived control and product attitudes.

Design/methodology/approach

This paper conducted two experiments to examine the relationship between playable ads, perceived control and product attitude. This paper also applied psychological reactance theory and investigated whether perceived control triggered by the interactive features of playable ads influenced psychological reactance toward them.

Findings

Findings from two experiments show that playable ads, compared to video ads, increased consumers’ perceived control, which, in turn, led to more positive attitudes toward the advertised products (Studies 1 and 2). This study also supports psychological reactance theory by revealing that increased perceived control diminished perceived freedom threat and subsequently alleviated consumers’ psychological reactance toward advertising messages (Study 2).

Originality/value

This study sheds light on the effectiveness of a new type of ad-game integration – playable ads. Different from prior research in gamification of advertising, this paper examined the effectiveness of playable ads in an information processing context in which the ads were not the primary task to focus on. This study also extends psychological reactance theory in the context of interactive marketing by exploring the effect of perceived control afforded by digital message features in mitigating reactance.

Details

Journal of Research in Interactive Marketing, vol. 15 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 5 July 2023

Naeem Akhtar, Umar Iqbal Siddiqi and Tahir Islam

The authors proposed a conceptual model by examining the influence of threats to their freedom on tourists’ psychological distance including social distance, spatial distance…

Abstract

Purpose

The authors proposed a conceptual model by examining the influence of threats to their freedom on tourists’ psychological distance including social distance, spatial distance, and temporal distance, which effect psychological reactance and the consequent online Airbnb booking intentions. Furthermore, media intrusiveness as a moderator determines the boundary conditions between perceived threats to their freedom and social distance, spatial distance, and temporal distance.

Design/methodology/approach

Data was gathered from 491 Chinese travelers to provide empirical evidence. The authors performed data analysis in Amos 26.0 using structural equation modeling (SEM) and Hayes (2013) PROCESS macro.

Findings

The findings positively reinforced all the structural relationships of the study. Notably, media intrusiveness significantly moderates the association between perceived threats to their freedom and psychological distance (i.e. social distance, spatial distance, and temporal distance).

Research limitations/implications

The findings contribute significantly to the field of social psychology, advertising, and consumer behavior derive prolific implications for policymakers and sharing economy platforms. Lastly, by identifying limitations, this research opens doors for future scholars.

Originality/value

Governments' acute precautionary measures in response to the COVID-19 outbreak have confined individual freedom across the globe. This study illuminates how tourists conceive these preventative measures as perceived threats to their freedom, and subsequently engage psychological reactance.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 5 January 2022

Kobby Mensah, Nnamdi O. Madichie, Gilbert Kofi Mensah and Gideon Awini

The purpose of this study is to establish, drawing upon the indirect effects of customer reactance from an emerging economy perspective, the marketing implications of policy…

Abstract

Purpose

The purpose of this study is to establish, drawing upon the indirect effects of customer reactance from an emerging economy perspective, the marketing implications of policy induced Mergers and Acquisitions (M&A) in Financial Services.

Design/methodology/approach

The study employed a quantitative research approach, relying on data from 517 customers of M&A banks in Ghana. Purposive sampling technique was used in selecting respondents for the study. Hypotheses were tested using a structural equation modelling.

Findings

A positive and significant relationship between immersive marketing communication and consumer intention is revealed in the study. The presence of consumer reactance highly influenced the relationship. As a public policy tool, forced mergers and acquisitions was found to increase customer reactance. However, when customers are frequently engaged with relevant and consistent marketing communications through appropriate channels, such reactance would only be partial.

Research limitations/implications

Although some of the information were collected, they were not the main focus of our analysis. We acknowledge, from the sample demographics perspective, the study did not consider certain other confounding factors that could influence customers' decisions to remain or switch such as customers' level of banking, type of account, income level, banking experiences in relation to service fees, online banking etc., as these could also potentially influence customers' reactance. Perhaps these may have to be considered in future studies.

Social implications

When timely and relevant marketing communications are targeted at the customers who are directly impacted by the M&A process, they would experience reactance, but only partially. This has a range of marketing implications for policy-induced M&A and its impact on consumer intention, reactance and attitudes towards the new entity.

Originality/value

The marketing of financial services literature has been silent on the implications of M&A from a policy induced perspective. This study, therefore, contributes to theory by highlighting that the “destruction” of brand value of the affected firms is relatively high in a policy induced M&A and thus increases the level of customer reactance. This is because a regulator enforced M&A, as public policy, usually generates high public interest and public discourse, leading to a heightened customer reactance. However, when immersive marketing communications are targeted at the customers directly impacted by the M&A, they would experience reactance, but only partially.

Details

International Journal of Bank Marketing, vol. 40 no. 3
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 13 September 2023

Cheryl-lyn Ngoh and Hillary N. Mellema

This paper aims to study how retailers moving from a multi- (in-store and online) to a single- (online) channel impacts consumers’ retailer and channel choices.

Abstract

Purpose

This paper aims to study how retailers moving from a multi- (in-store and online) to a single- (online) channel impacts consumers’ retailer and channel choices.

Design/methodology/approach

The authors conduct two scenario-based experimental studies to examine consumers’ in-store and online channel shopping preferences and behavioural intentions (i.e. channel and retailer choices) when their preferred focal retailer’s physical store closes.

Findings

The findings show that when a focal retailer removes its physical store location, consumers with a strong preference for shopping online have a greater likelihood of shopping online. Their loyalty towards the retailer explains this relationship but is conditional on low levels of reactance. When reactance is high, consumers with a strong preference for shopping online are more likely to switch to a competitor.

Originality/value

This research paper bridges the intersection between B2B and B2C literature to understand how retailers’ channel-related supply chain decisions affect downstream consumer shopping behaviour.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 13 June 2016

Rebecca K. Trump

This research aims to demonstrate that coupons with short durations for redemption can backfire, lowering consumers’ attitudes toward the company.

1496

Abstract

Purpose

This research aims to demonstrate that coupons with short durations for redemption can backfire, lowering consumers’ attitudes toward the company.

Design/methodology/approach

Two experimental studies in the restaurant context demonstrate the backfire effect. A boundary condition of the effect as well as the underlying psychological process are identified.

Findings

Consumers respond adversely to coupons with restrictive requirements for redemption – in particular, a short duration. Study 1 indicates that while a short-duration (vs long-duration) coupon may backfire when its face value is low, this backfire effect is attenuated when the coupon’s face value is high. Furthermore, Studies 1 and 2 provide evidence that psychological reactance is the process underlying this backfire effect.

Originality/value

Consumers respond negatively to coupons with restrictive requirements for redemption because they perceive them as a company’s attempt to limit their freedom of choice. Companies should take measures, including careful target marketing, to avoid rousing this reaction from their consumers.

Details

Journal of Consumer Marketing, vol. 33 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 28 April 2022

Basak Denizci Guillet, Anna S. Mattila, Zixi (Lavi) Peng and Yixing (Lisa) Gao

The purpose of this study is to investigate the interactive effect of timing and framing of hotel’s upselling message on consumer attitudes toward the message. The mediating role…

1006

Abstract

Purpose

The purpose of this study is to investigate the interactive effect of timing and framing of hotel’s upselling message on consumer attitudes toward the message. The mediating role of reactance between the timing of upselling message and consumer attitudes is also explored.

Design/methodology/approach

A 2 (timing: immediately after the booking vs one week prior to arrival) by 2 (framing: concrete vs abstract) experimental design was used. A total of 250 Chinese consumers were recruited and were randomly exposed to a hotel online upselling scenario. The consumer attitudes and reactance were measured.

Findings

When the framing of upselling message involves specific room attributes, consumers show more favorable attitudes when receiving the promotion one week prior to arrival (vs immediately after the booking). However, when the framing of upselling message involves price, consumer attitudes do not differ across the time of receiving the promotion. Reactance mediates the effect of message timing on consumer attitudes when the message framing involves specific room attributes.

Practical implications

This research suggests that hotel managers should offer concrete message framing that includes specific room attributes at the time proximal to consumers’ arrival to increase acceptance of online room upselling. In addition, it is important for hotel managers to take consumersreactance into consideration when developing an online upselling strategy.

Originality/value

Research on online hotel room upselling is scant. This study adds to the upselling literature by examining the joint influence of timing and framing of upselling promotions on consumer attitudes toward such messages. Furthermore, this study extends our understanding of the role of reactance in the online upselling process.

Details

International Journal of Contemporary Hospitality Management, vol. 34 no. 7
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 7 August 2007

Mark Wendlandt and Ulf Schrader

Although relationship marketing has developed into the prevailing marketing paradigm, it frequently encounters resistance from the demand side. Both management practitioners and…

10197

Abstract

Purpose

Although relationship marketing has developed into the prevailing marketing paradigm, it frequently encounters resistance from the demand side. Both management practitioners and academics indicate that at least some consumers show reactance against loyalty programs, i.e. against tactical instruments of relationship marketing. Nevertheless, relationship marketing has widely neglected reactance theory. This paper attempts to close this gap.

Design/methodology/approach

Based on the fundamental principles of loyalty programs and reactance theory the paper presents a set of hypotheses on the determinants and effects of situational consumer reactance against loyalty programs. It tests these hypotheses on the basis of 388 face‐to‐face interviews with bookstore customers. These interviews include a between‐subject manipulation on the reactance effect of economic, social‐psychological, and contractual bonding potentials. To test the proposed hypotheses, the paper applies structural equation modeling with PLS.

Findings

As expected, contractual bonds provoked reactance effects, while social‐psychological bonds neither increased reactance, nor the perceived utility of the program. Economic bonds raised perceived utility up to a certain threshold level, from which the reactance effect dominated thereafter.

Practical implications

As a consequence, a cautious and limited application of customer loyalty programs is advisable. The developed consumer reactance scale can help managers to evaluate the effects of planned or implemented customer retention measures.

Originality/value

This is the first attempt to investigate situational reactance in a loyalty program setting.

Details

Journal of Consumer Marketing, vol. 24 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 17 June 2022

Astha Sanjeev Gupta and Jaydeep Mukherjee

COVID-19 pandemic-related Government restrictions on the movement of people resulted in consumers moving away from retail outlets. However, sporadic instances of an unexpected…

1004

Abstract

Purpose

COVID-19 pandemic-related Government restrictions on the movement of people resulted in consumers moving away from retail outlets. However, sporadic instances of an unexpected surge in retail buying happened across the world immediately after the lifting of such restrictions. This uncommon phenomenon, termed revenge buying, offered an opportunity to revive retail businesses. This paper applies Reactance Theory (RCT) and Self-determination Theory (SDT) to model consumers' revenge buying intentions.

Design/methodology/approach

Data was collected from 384 respondents in India using validated scales. The study used structural equation modelling for model testing.

Findings

COVID-19 restrictions resulted in autonomy need frustration in consumers, which induced psychological reactance and perceived stress. Psychological reactance positively impacted, while perceived stress negatively impacted revenge buying intentions. Thus, revenge buying was observed only when the psychological reactance was more than perceived stress.

Research limitations/implications

This study, conducted in only one country with a limited convenience sample, limits the generalizability of findings.

Originality/value

This research model the psychological consequences of need frustration to explain the sporadic incidences of revenge buying in retail outlets. Further, it proposes sales recovery strategies for retailers in the immediate post-pandemic market scenarios. Retailers' strategies should focus on alleviating stress and anxiety because of health concerns, highlighting the retail buying experience to stimulate the need to visit the outlet and positioning retail buying as a potential reactance response by consumers.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

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