Search results

1 – 10 of 734
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…

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: 13 April 2022

Yasir Jamal, Tahir Islam and Zubair Ali Shahid

This study explores the underlying mechanism of psychological reactance that leads to online shopping hate in social commerce. Based on self-congruity and psychological

Abstract

Purpose

This study explores the underlying mechanism of psychological reactance that leads to online shopping hate in social commerce. Based on self-congruity and psychological reactance theory, this study examines the antecedents (symbolic, functional and emotional incongruence) and consequences (online shopping hate) of psychological reactance among online users toward online shopping. Moreover, this study takes trustworthiness as a moderator in the relationship between attitude ambivalence and psychological reactance.

Design/methodology/approach

Data were collected from online users.

Findings

The results show that symbolic-incongruence and functional-incongruence are responsible for attitude ambivalence, resulting in high psychological reactance. In addition, the study’s findings reveal that psychological reactance is positively linked with online shopping hate. This study extends and contributes to the self-congruence theory and empirically examines the influence of emotional incongruence. The moderating results reveal that trustworthiness moderated the relationship between attitude ambivalence and psychological reactance. The study findings are helpful for marketing managers to develop social commerce strategies.

Research limitations/implications

Because of the chosen research approach, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further.

Practical implications

The study findings are helpful for marketing managers to develop social commerce strategies.

Originality/value

This study explains the underlying mechanism of brand hate through psychological reactance.

Details

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

Keywords

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…

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

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…

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

Article
Publication date: 7 November 2016

Fayçal Boukamcha

This paper aims to investigate the situational and personal aspects that may trigger smokers’ psychological state reactance. It was hypothesized that situational factors…

Abstract

Purpose

This paper aims to investigate the situational and personal aspects that may trigger smokers’ psychological state reactance. It was hypothesized that situational factors, such as perceived threat to freedom and perceived loss of control, which are supposed to be triggered by an anti-smoking persuasive message, and a personality pattern, such as trait reactance proneness, predict the psychological state reactance.

Design/methodology/approach

An experiment and a survey were conducted on a random sample of 246 smoking undergraduate students in two Tunisian business schools. Four anti-smoking print ads, with two different levels of negative emotional intensity, were manipulated.

Findings

The findings depict the importance of the anti-smoking ads with a high negative emotional intensity, the perceived threat to freedom and trait reactance proneness in the smokers’ psychological reactance prediction.

Originality/value

This work seems to be important to the extent that few works have combined situational and dispositional factors to explain the smokers’ psychological reactance. The findings in this paper seem interesting insofar as they show the importance of the personality factor and the fear appeal in triggering smokers’ anger and negative cognitions that lead, in turn, to the arousal of psychological reactance. This paper should be of interest to readers in the areas of health communication, social psychology and social marketing.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 10 no. 4
Type: Research Article
ISSN: 1750-6123

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…

9616

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 May 2013

Dmitriy A. Nesterkin

The purpose of this paper is to focus on the resistance to change in the organizational contexts where a soon‐to‐be‐implemented change initiative infringes upon freedoms…

6467

Abstract

Purpose

The purpose of this paper is to focus on the resistance to change in the organizational contexts where a soon‐to‐be‐implemented change initiative infringes upon freedoms of the employees. Specifically, the role of affect was explored within the framework of psychological reactance theory, delineating salience of affect as a driver of the intention to restore one's threatened freedoms. Additionally, the roles that emotional intelligence and interpersonal justice play in lowering the activation of reactance were examined.

Design/methodology/approach

This is a conceptual paper that connects self‐determination, reactance, organizational change, emotional intelligence and justice literatures to explain how psychological reactance may be energized and de‐energized in the context of on‐going organizational change.

Findings

The study suggests that organizational change is likely to undermine employees' freedoms, which will arouse negative affective states. The latter are likely to energize reactance – a motivational state directed to restore the threatened freedoms. Negative affect and reactance may be mitigated by implementing and sustaining socially supportive and interpersonally just organizational environment, led by an emotionally intelligent management staff.

Originality/value

This work is the first that investigates how and under what circumstances organizational change is likely to activate employees' psychological reactance. Furthermore, the study presents two new methods that may be used by managers to mitigate change‐driven reactance and the negative affect that energizes it.

Details

Journal of Organizational Change Management, vol. 26 no. 3
Type: Research Article
ISSN: 0953-4814

Keywords

Article
Publication date: 15 August 2018

Paraskevas Argouslidis, Dionysis Skarmeas, Antonios Kühn and Alexis Mavrommatis

This paper aims to propose a framework for psychological reactance–triggered adverse effects of variety reductions in grocery product categories on shoppers’ patronage intentions.

1432

Abstract

Purpose

This paper aims to propose a framework for psychological reactance–triggered adverse effects of variety reductions in grocery product categories on shoppers’ patronage intentions.

Design/methodology/approach

The paper tests this framework in two field studies with European shoppers.

Findings

Participants perceived mild (let alone aggressive or conspicuous) variety reductions as a threat to their prior freedom of choice (i.e. a precondition for the occurrence of domain-specific reactance). Through lower satisfaction with the reduced variety and anger towards the grocer, this threat, in turn, fostered adverse patronage intentions. Such effects depended on product category nature (utilitarian vs hedonic) and shoppers’ intrinsic need for variety, attitude towards private-label items and general proclivity towards experiencing reactance.

Research limitations/implications

By applying psychological reactance theory to a variety reduction context, this paper offers new implications for assortment reduction research. Certain limitations call for future reactance theory–framed inquiry.

Practical implications

The findings caution against traditional grocers’ drastic variety reduction policy and highlight conditions enabling assortment rationalisation without severely affecting freedom of choice.

Originality/value

Drawing on notions such as “the tyranny of choice”, critics have urged traditional grocers to drastically reduce variety. However, this paper shows that shoppers perceive variety reductions as threats to their prior freedom, which traditional grocers themselves educated them to expect and enjoy.

Details

European Journal of Marketing, vol. 52 no. 9/10
Type: Research Article
ISSN: 0309-0566

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…

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 consumers’ reactance 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

Open Access
Article
Publication date: 3 May 2022

Michela Matarazzo and Adamantios Diamantopoulos

The purpose of the study is to highlight the relevance of reactance theory for modeling consumer responses to COVID restrictions. The study also aims to critically…

Abstract

Purpose

The purpose of the study is to highlight the relevance of reactance theory for modeling consumer responses to COVID restrictions. The study also aims to critically evaluate the appropriateness of the most established reactance model (the intertwined model) for studying reactance specifically in relation to freedom threats arising from measures aimed at combatting the spread of the pandemic.

Design/methodology/approach

Following a conceptual analysis of the intertwined model of reactance, structural equation modeling is applied to Rain's (2013) meta-analytic data to compare the model to alternative model specifications.

Findings

The analysis reveals both conceptual and statistical shortcomings of the intertwined model of reactance in its current/traditional form. It also draws attention to other model specifications that provide just as good statistical fit and offer promising alternative ways of modeling reactance in a COVID context.

Originality/value

The study is the first attempt to explicitly discuss conceptual and statistical problems associated with the most widely accepted model of reactance, illustrate these issues with specific reference to consumer reactions to COVID restrictions, identify alternative promising model specifications and suggest a respecification of the intertwined model.

Details

International Marketing Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-1335

Keywords

1 – 10 of 734