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The purpose of this paper is to introduce an analytic method to calculate the slot leakage reactance of stator bar strands in alternative current machines whose stator windings have multiple bars per layer and using deficient transposition.

Based on the analysis of deficient transposition, the calculation model of mutual slot leakage reactance between any two strands in one bar is established. The subsection integral method is presented to calculate the slot leakage reactance and analytic function is listed. A pump motor used in nuclear power is taken as an example, and the slot self leakage reactance of any strand in its top layer winding and the slot mutual leakage reactance between one strand and other strands in the same bar are calculated depending on the method described above. The slot leakage reactance of all strands in the top layer winding is calculated when different transposition angles are applied in stator bars.

The results show that subsection integral method is effective in calculating the slot leakage reactance of stator bar strands of deficient transposition. The slot leakage reactance distribution of all strands is obtained. The transposition angle has a great impact on the slot leakage reactance distribution of stator bar strands.

This paper presents an available method to calculate the slot leakage reactance of any strands in alternative current machine whose stator windings have multiple bars per layer and using deficient transposition, and discusses the impact of transposition angle on the slot leakage reactance. The conclusion can lay the foundation of the effective calculation of circulating current losses in stator bars with deficient transposition.

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.

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.

“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.

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.

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.

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.

Online trolling is a detrimental behavior for consumers and service businesses. Although online trolling research is steadily increasing, service research has yet to thoroughly explore how this behavior impacts businesses. Further, the role of bystanders, consumers who witness a victim (business) being trolled, remains largely unexplored. The purpose of this paper is thus to introduce online trolling to the service literature and begin to identify when (types of online troll content) and why (empathy and psychological reactance) bystanders are likely to intervene and support a service business being trolled by posting positive eWOM.

This research uses a two-study (Study 1 n = 313; Study 2 n = 472) experimental design with scenarios of a service business experiencing online trolling (moral versus sadistic). Participants' responses as bystanders were collected via an online survey.

Results reveal bystanders are more likely to post positive eWOM to support a service organization experiencing sadistic trolling. Psychological reactance is shown to mediate the relationship between trolling type and positive eWOM. Further, spotlight analysis demonstrates that bystanders with higher levels of empathy are more likely to post positive eWOM, whereas bystanders with low levels of empathy are likely to have a significantly higher level of psychological reactance.

This research is among the first in the service literature to specifically explore the consumer misbehavior of online trolling. Further, it provides new perspectives to online trolling by probing the role of bystanders and when and why they are likely to support service organizations being trolled.

The purpose of this study is to empirically investigate the determinants and consequences of psychological reactance in the online shopping context. Leveraging the psychological reactance and self-congruity theories, functional and symbolic discrepancies enhance the psychological reactance toward online shopping. In addition, trustworthiness moderates the impact of online customers attitude ambivalence on their psychological reactance.

The authors conduct an empirical study on online customer cognitive factors. In this research paper, the postpositivism research view is used. The Smart PLS-SEM is used to analyze the data.

The current study findings reveal that self-concept and operational incongruence (i.e. symbolic and functional) are the main factors that lead to psychological reactance and resulting in online shopping hate. Poor website quality and other matters are so significant they create functional incongruence. Moreover, low trustworthiness strengthens psychological reactance in the online shopping hate context.

This study extends the psychological reactance and self-congruence theories to online shopping. Previously, literature has extensively studied the social commerce intention.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

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.

This study aims to extend the literature on marketing communications by exploring the effect of placing products in humorous scenes. It aims to ascertain the prevalence of placement scenes associated with humor in television programs and the effect of humor on brand persuasiveness.

The study used a two-phase research process. A content analysis of prime-time television programing was conducted to map the relative prevalence of brands placed in humorous contexts and for the selection of research stimuli. This was followed by a large-scale experimental study of 1,100 television viewers in Hong Kong with real stimuli that had been digitally manipulated.

The study found that a humorous context did enhance recall of placed brands but its effect on brand attitudes was mediated by audience involvement in the viewing and moderated by psychological trait reactance. Interestingly, and in contrast to conventional advertising, placing brands in a humorous context led to lower involvement in the viewing, which, in turn, resulted in lower brand attitudes. Individuals with low trait reactance were more positive toward brands placed in a non-humorous context than individuals with high trait reactance while individuals with high trait reactance were more positive toward brands placed in a humorous context, though the difference was less prominent.

The findings help to illustrate when and how a humorous context contributes to the recall of and attitudes toward placed brands.

The results also facilitate marketers and program producers to choose the best placement context and design more effective placement strategies.

This research is the first to empirically examine the effect of a humorous context on the unaided recall of and attitudes toward brands placed in television programs.

The purpose of this paper is to investigate how customers respond to a service provider’s invitation to share responsibility for the experience of an “impersonal” service that is not customized but available to all customers on an equal footing; specifically to assess the extent to which the tendency to psychological reactance moderates their responses.

Four studies investigate the effects of such invitations on perceptions of shared responsibility, the mechanism underlying that process, the effect of trait reactance on susceptibility to an invitation, and the extent to which a predisposition to reactance moderates the effect of an invitation on willingness to share blame for service failure.

Service customers are more likely to feel a sense of shared responsibility and less likely to experience reactance in response to a “reciprocal” invitation to participate in “co-creation” of the experience than to a more “unilateral” invitation. That heightened perception of shared responsibility was restricted to low-reactance individuals, who were also more willing to share the blame for service failure in response to a unilateral invitation and even more so when it was reciprocal. The willingness of high-reactance individuals was unaffected by the type of invitation.

Whereas the relevant literature has focussed mainly on person-to-person service transactions, the studies reported here show how customers may be converted into active partners in an “impersonal” service encounter.