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

Individuals nonconsciously and unintentionally pursue goals they associate with
relationship partners (Fitzsimons & Bargh, 2003; Shah, 2003). Here, we demonstrate …

Psychological reactance is a motivational state aroused when real or perceived personal
freedoms are threatened, reduced, or eliminated. Although psychological reactance theory …

Psychological reactance is the tendency of a person to act in a way to protect personal
freedoms from actual or perceived threats. Psychological reactance has been shown to be a …

Reactance is a critical concept for understanding adolescents' noncompliance and
resistance to behavioral change. Traditionally, reactance has been conceptualized as a …

Promotional favors are an increasingly popular but seldom researched form of price
promotion where the receipt of the saving by consumers depends on an action on their part …

In Japan, mobility restrictions were enforced by the government to abate the spread of
COVID-19. The current study examined whether experiences of such mobility restrictions …

Purpose–To investigate customer satisfaction with service encounters characterized by an
over‐attentive level of service, and the contextual and individual factors moderating the …

Many studies have correlated dispositional reactance scales with other self-report scales,
but no experiments have tested whether “trait reactance” replicates “state reactance” effects …

Research using Hong's Psychological Reactance Scale has been fraught with
methodological concerns. Researchers have been unable to find a stable, reliable, and …