Consumer Behavior and Psychological Reactance

1980-03-01articleJournal of Consumer Research648 citationsclosed

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Psychology of Social Influence Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

A theory about psychological freedom is reviewed in terms of its broad applicability to consumer behavior. Promotional influence, manipulative advertisements, product unavailability, and government regulations are all cast as potentially freedom-threatening events, and a theory of psychological reactance details the consumer's reply to reductions in freedom.

Citations in this library

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2007Consumer reactance against loyalty programs