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Psychological Reactance Theory in Marketing Literature

Year 2024, Volume: 5 Issue: 1, 133 - 154, 26.03.2024

Beyza Topcugil

https://doi.org/10.57116/isletme.1423480

Abstract

This study examines the Psychological Reactance Theory published in 11 leading journals of marketing literature in the last 19 years and analyzes 47 articles using a systematic literature search method. This study discusses what psychological reactance theory is, which topics, theories, and models are studied in marketing, and which topics may be appropriate to be studied with this theory.As a result of the systematic review, marketing studies dealing with Psychological Reactance Theory are grouped under two main headings. These two main titles are based on the perspective of the business, which wants to make sure that the message to be given to the consumer is correct in terms of both content and process and the perspective of the consumer who receives the message and forms attitudes and behaviors by processing this message in his/her mind. It has been observed that studies that address Psychological Reactance Theory from the business perspective in marketing often use this theory in promotion research, and the topics are diversified in the focus of advertising, message language, product placement, physical space, product features, salesperson and digital assistants. From the consumer perspective, factors such as personal characteristics, religion, political views, culture and social environment that affect an individual's reactance tendency have been discussed with Psychological Reactance Theory.

Keywords

Psychological Reactance Theory Systematic Literature Review Consumer Behavior

References

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  • Aljukhadar, M., Trifts, V., & Senecal, S. (2017). Consumer self-construal and trust as determinants of the reactance to a recommender advice. Psychology & Marketing, 34(7), 708-719. https://doi.org/10.1002/mar.21017
  • Allison, L., & Flaherty, K. E. (2020). Investigating firm level drivers of salesperson brand identification. Journal of Business Research, 121, 154-169. https://doi.org/10.1016/j.jbusres.2020.08.030
  • Altunışık, R., Özdemir, S., & Torlak, O. (2014). Pazarlama ilkeleri ve yönetimi (1. baskı). Beta.
  • Argouslidis, P., Skarmeas, D., Kühn, A., & Mavrommatis, A. (2018). Consumers’ reactions to variety reduction in grocery stores: A freedom of choice perspective. European Journal of Marketing, 52(9/10), 1931-1955. https://doi.org/10.1108/EJM-12-2016-0844
  • Ayvaz, İ., & Alniaçik, Ü. (2018). Pazarlama i̇leti̇şi̇mi̇nde kullanilan kitlik takti̇kleri̇ni̇n tüketi̇ci̇ler üzeri̇ndeki̇ etki̇si̇. Sosyal Ekonomik Araştırmalar Dergisi, 18(35), 1-19. https://doi.org/10.30976/susead.365211
  • Bambauer-Sachse, S., & Heinzle, P. (2018). Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions. Journal of Business Research, 84, 233-242. https://doi.org/10.1016/j.jbusres.2017.11.025
  • Bang, H., Choi, D., Yoon, S., Baek, T. H., & Kim, Y. (2021). Message assertiveness and price discount in prosocial advertising: Differences between Americans and Koreans. European Journal of Marketing, 55(6), 1780-1802. https://doi.org/10.1108/EJM-10-2019-0791
  • Brehm, J. W. (1966) A theory of psychological reactance. New York: Academic Press.
  • Brehm, S. S. ve Brehm, J. W. (2013). Psychological reactance: A theory of freedom and control. Academic Press.
  • Briley, D. A., Danziger, S., & Li, E. (2018). Promotional Games: Trick or Treat? Journal of Consumer Psychology, 28(1), 99-114. https://doi.org/10.1002/jcpy.1007
  • Burchett, M. R., Murtha, B., & Kohli, A. K. (2023). Secondary Selling: Beyond the Salesperson–Customer Dyad. Journal of Marketing. https://doi.org/10.1177/00222429221138302
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  • Chatterjee, P., Chollet, B., & Trendel, O. (2017). From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence. Journal of Business Research, 75, 86-94. https://doi.org/10.1016/j.jbusres.2017.02.012
  • Chen, X., Sun, J., & Liu, H. (2022). Balancing web personalization and consumer privacy concerns: Mechanisms of consumer trust and reactance. Journal of Consumer Behaviour, 21(3), 572-582. https://doi.org/10.1002/cb.1947
  • Chowdhury, R. M. M. I., Arli, D., & Septianto, F. (2022). Consumers’ responses to moral controversies of religiously positioned brands: The effects of religiosity on brand loyalty. European Journal of Marketing, 56(5), 1398-1433. https://doi.org/10.1108/EJM-11-2020-0841
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  • De Vries, E. L., & Zhang, S. (2020). The effectiveness of random discounts for migrating customers to the mobile channel. Journal of Business Research, 110, 272-281. https://doi.org/10.1016/j.jbusres.2020.01.041
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  • Hinsch, C., Tang, Y. (Elina), & Lund, D. J. (2021). Compulsion and reactance: Why do some green consumers fail to follow through with planned environmental behaviors? Psychology & Marketing, 38(12), 2209-2226. https://doi.org/10.1002/mar.21570
  • Irmak, C., Murdock, M. R., & Kanuri, V. K. (2020). When Consumption Regulations Backfire: The Role of Political Ideology. Journal of Marketing Research. https://doi.org/10.1177/0022243720919709
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  • Kim, Y., Baek, T. H., Yoon, S., Oh, S., & Choi, Y. K. (2017). Assertive environmental advertising and reactance: Differences between south koreans and americans. Journal of Advertising, 46(4), 550-564. https://doi.org/10.1080/00913367.2017.1361878
  • Kivetz, R. (2005). Promotion reactance: The role of effort‐reward congruity. Journal of Consumer Research, 31(4), 725-736. https://doi.org/10.1086/426606
  • Levav, J., & Zhu, R. (2009). Seeking freedom through variety. Journal of Consumer Research, 36(4), 600-610. https://doi.org/10.1086/599556
  • Lim, W. M. (2021). Toward an agency and reactance theory of crowding: Insights from COVID-19 and the tourism industry. Journal of Consumer Behaviour, 20(6), 1690-1694. https://doi.org/10.1002/cb.1948
  • Loebnitz, N., Frank, P., & Otterbring, T. (2022). Stairway to organic heaven: The impact of social and temporal distance in print ads. Journal of Business Research, 139, 1044-1057. https://doi.org/10.1016/j.jbusres.2021.10.020
  • Loebnitz, N., Kienou-Traore, C., Zhou, Y., Frank, P., & Grunert, K. G. (2020). The impact of marketing campaigns deterring the supply and demand of endangered wildlife in Kenya and China. Psychology & Marketing, 37(12), 1797-1811. https://doi.org/10.1002/mar.21421
  • Mehta, R., Demmers, J., & Weinberg, C. B. (2017). When red means go: Non-normative effects of red under sensation seeking. Journal of Consumer Psychology, 27(1), 91-97. https://doi.org/10.1016/j.jcps.2016.04.004
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  • Moore, S. G., & Fitzsimons, G. J. (2014). Yes, we have no bananas: Consumer responses to restoration of freedom. Journal of Consumer Psychology, 24(4), 541-548. https://doi.org/10.1016/j.jcps.2014.04.001
  • Narwal, P., & Rai, S. (2022). Individual differences and moral disengagement in Pay-What-You-Want pricing. Journal of Business Research, 149, 528-547. https://doi.org/10.1016/j.jbusres.2022.05.029
  • Noguti, V., & Russell, C. A. (2014). Normative influences on product placement effects: Alcohol brands in television series and the influence of presumed influence. Journal of Advertising, 43(1), 46-62. https://doi.org/10.1080/00913367.2013.810557
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Pazarlama Literatüründe Psikolojik Reaktans Teorisi

Year 2024, Volume: 5 Issue: 1, 133 - 154, 26.03.2024

Beyza Topcugil

https://doi.org/10.57116/isletme.1423480

Abstract

Bu çalışma, son 19 yılda pazarlama literatürünün önde gelen 11 dergisinde yayınlanmış olan Psikolojik Reaktans Teorisini ele almış ve 47 makaleyi sistematik literatür araştırması yöntemiyle analiz etmiştir. Psikolojik Reaktans Teorisinin ne olduğu, pazarlamada hangi konular, teoriler ve modellerle çalışıldığı, hangi konuların bu teori ile çalışılmasının uygun olabileceği tartışılmıştır. Yapılan sistematik tarama sonucu, Psikolojik Reaktans Teorisini ele alan pazarlama çalışmaları iki temel başlık altında toplanmıştır. Bu iki temel başlık; tüketiciye verilecek olan mesajın gerek içerik gerek süreç bakımından doğru olduğundan emin olmak isteyen işletme perspektifine ve mesajı alan, zihninde bu mesajı işleyerek tutum ve davranış oluşturan tüketici perspektifine dayanmaktadır. Pazarlama özelinde işletme perspektifinden Psikolojik Reaktans Teorisini ele alan çalışmaların bu teoriyi sıklıkla tutundurma araştırmalarında kullandığı ve konuların reklam, mesajın dili, ürün yerleştirme, fiziksel mekân, ürün özellikleri, satış elemanı ve dijital asistanlar odağında çeşitlendiği gözlemlenmiştir. Tüketici perspektifinden ise bireyin reaktans eğilimini etkileyen kişisel özellikler, din, siyasi görüş, kültür ve bulunduğu sosyal ortam gibi faktörler Psikolojik Reaktans Teorisi ile ele alınmıştır.

Keywords

Psikolojik Reaktans Teorisi Sistematik Literatür Araştırması Tüketici Davranışları

References

  • Åkestam, N., Rosengren, S., & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects. Psychology & Marketing, 34(8), 795-806. https://doi.org/10.1002/mar.21023
  • Aljukhadar, M., Trifts, V., & Senecal, S. (2017). Consumer self-construal and trust as determinants of the reactance to a recommender advice. Psychology & Marketing, 34(7), 708-719. https://doi.org/10.1002/mar.21017
  • Allison, L., & Flaherty, K. E. (2020). Investigating firm level drivers of salesperson brand identification. Journal of Business Research, 121, 154-169. https://doi.org/10.1016/j.jbusres.2020.08.030
  • Altunışık, R., Özdemir, S., & Torlak, O. (2014). Pazarlama ilkeleri ve yönetimi (1. baskı). Beta.
  • Argouslidis, P., Skarmeas, D., Kühn, A., & Mavrommatis, A. (2018). Consumers’ reactions to variety reduction in grocery stores: A freedom of choice perspective. European Journal of Marketing, 52(9/10), 1931-1955. https://doi.org/10.1108/EJM-12-2016-0844
  • Ayvaz, İ., & Alniaçik, Ü. (2018). Pazarlama i̇leti̇şi̇mi̇nde kullanilan kitlik takti̇kleri̇ni̇n tüketi̇ci̇ler üzeri̇ndeki̇ etki̇si̇. Sosyal Ekonomik Araştırmalar Dergisi, 18(35), 1-19. https://doi.org/10.30976/susead.365211
  • Bambauer-Sachse, S., & Heinzle, P. (2018). Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions. Journal of Business Research, 84, 233-242. https://doi.org/10.1016/j.jbusres.2017.11.025
  • Bang, H., Choi, D., Yoon, S., Baek, T. H., & Kim, Y. (2021). Message assertiveness and price discount in prosocial advertising: Differences between Americans and Koreans. European Journal of Marketing, 55(6), 1780-1802. https://doi.org/10.1108/EJM-10-2019-0791
  • Brehm, J. W. (1966) A theory of psychological reactance. New York: Academic Press.
  • Brehm, S. S. ve Brehm, J. W. (2013). Psychological reactance: A theory of freedom and control. Academic Press.
  • Briley, D. A., Danziger, S., & Li, E. (2018). Promotional Games: Trick or Treat? Journal of Consumer Psychology, 28(1), 99-114. https://doi.org/10.1002/jcpy.1007
  • Burchett, M. R., Murtha, B., & Kohli, A. K. (2023). Secondary Selling: Beyond the Salesperson–Customer Dyad. Journal of Marketing. https://doi.org/10.1177/00222429221138302
  • Chan, F. F. Y. (2020). Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitude. Journal of Business Research, 120, 31-41. https://doi.org/10.1016/j.jbusres.2020.07.028
  • Chatterjee, P., Chollet, B., & Trendel, O. (2017). From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence. Journal of Business Research, 75, 86-94. https://doi.org/10.1016/j.jbusres.2017.02.012
  • Chen, X., Sun, J., & Liu, H. (2022). Balancing web personalization and consumer privacy concerns: Mechanisms of consumer trust and reactance. Journal of Consumer Behaviour, 21(3), 572-582. https://doi.org/10.1002/cb.1947
  • Chowdhury, R. M. M. I., Arli, D., & Septianto, F. (2022). Consumers’ responses to moral controversies of religiously positioned brands: The effects of religiosity on brand loyalty. European Journal of Marketing, 56(5), 1398-1433. https://doi.org/10.1108/EJM-11-2020-0841
  • Clee, M. A., & Wicklund, R. A. (1980). Consumer behavior and psychological reactance. Journal of Consumer Research, 6(4), 389. https://doi.org/10.1086/208782
  • Dailey, L. C., & Ülkü, M. A. (2018). Retailers beware: On denied product returns and consumer behavior. Journal of Business Research, 86, 202-209. https://doi.org/10.1016/j.jbusres.2018.01.064
  • De Vries, E. L., & Zhang, S. (2020). The effectiveness of random discounts for migrating customers to the mobile channel. Journal of Business Research, 110, 272-281. https://doi.org/10.1016/j.jbusres.2020.01.041
  • Doğan, S. (2021). Covid-19 pandemisini önleyici tedbirlere uyma davranışında psikolojik reaktans, algılanan risk, korku ve kızgınlığın rolü ve mesaj diline i̇lişkin bir öneri. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi, 569-585. https://doi.org/10.17494/ogusbd.1041326
  • Godfrey, A., Seiders, K., & Voss, G. B. (2011). Enough Is Enough! The Fine Line in Executing Multichannel Relational Communication. Journal of Marketing. https://doi.org/10.1509/jmkg.75.4.94
  • Gong, X., Zhang, H., & Fan, Y. (2021). To conform or deviate? The effect of resource scarcity on consumer preference for minority-endorsed options. Journal of Business Research, 122, 437-446. https://doi.org/10.1016/j.jbusres.2020.08.064
  • Hinsch, C., Tang, Y. (Elina), & Lund, D. J. (2021). Compulsion and reactance: Why do some green consumers fail to follow through with planned environmental behaviors? Psychology & Marketing, 38(12), 2209-2226. https://doi.org/10.1002/mar.21570
  • Irmak, C., Murdock, M. R., & Kanuri, V. K. (2020). When Consumption Regulations Backfire: The Role of Political Ideology. Journal of Marketing Research. https://doi.org/10.1177/0022243720919709
  • Jung, M., Ryu, S., Han, S. P., & Cho, D. (2023). Ask for reviews at the right time: Evidence from two field experiments. Journal of Marketing, 002224292211433. https://doi.org/10.1177/00222429221143329
  • Kaner, S. (1988). Sosyal Psikolojide Karşıt Tepki Kuramı . Ankara University Journal of Faculty of Educational Sciences , 21 (1) , 203-222 . DOI: 10.1501/Egifak_0000001015
  • Kavvouris, C., Chrysochou, P., & Thøgersen, J. (2020). “Be Careful What You Say”: The role of psychological reactance on the impact of pro-environmental normative appeals. Journal of Business Research, 113, 257-265. https://doi.org/10.1016/j.jbusres.2019.10.018
  • Kim, Y., Baek, T. H., Yoon, S., Oh, S., & Choi, Y. K. (2017). Assertive environmental advertising and reactance: Differences between south koreans and americans. Journal of Advertising, 46(4), 550-564. https://doi.org/10.1080/00913367.2017.1361878
  • Kivetz, R. (2005). Promotion reactance: The role of effort‐reward congruity. Journal of Consumer Research, 31(4), 725-736. https://doi.org/10.1086/426606
  • Levav, J., & Zhu, R. (2009). Seeking freedom through variety. Journal of Consumer Research, 36(4), 600-610. https://doi.org/10.1086/599556
  • Lim, W. M. (2021). Toward an agency and reactance theory of crowding: Insights from COVID-19 and the tourism industry. Journal of Consumer Behaviour, 20(6), 1690-1694. https://doi.org/10.1002/cb.1948
  • Loebnitz, N., Frank, P., & Otterbring, T. (2022). Stairway to organic heaven: The impact of social and temporal distance in print ads. Journal of Business Research, 139, 1044-1057. https://doi.org/10.1016/j.jbusres.2021.10.020
  • Loebnitz, N., Kienou-Traore, C., Zhou, Y., Frank, P., & Grunert, K. G. (2020). The impact of marketing campaigns deterring the supply and demand of endangered wildlife in Kenya and China. Psychology & Marketing, 37(12), 1797-1811. https://doi.org/10.1002/mar.21421
  • Mehta, R., Demmers, J., & Weinberg, C. B. (2017). When red means go: Non-normative effects of red under sensation seeking. Journal of Consumer Psychology, 27(1), 91-97. https://doi.org/10.1016/j.jcps.2016.04.004
  • Minton, E. A. (2018). Affective and cognitive religiosity: Influences on consumer reactance and self-control. Journal of Consumer Behaviour, 17(2), 175-186. https://doi.org/10.1002/cb.1702
  • Moore, S. G., & Fitzsimons, G. J. (2014). Yes, we have no bananas: Consumer responses to restoration of freedom. Journal of Consumer Psychology, 24(4), 541-548. https://doi.org/10.1016/j.jcps.2014.04.001
  • Narwal, P., & Rai, S. (2022). Individual differences and moral disengagement in Pay-What-You-Want pricing. Journal of Business Research, 149, 528-547. https://doi.org/10.1016/j.jbusres.2022.05.029
  • Noguti, V., & Russell, C. A. (2014). Normative influences on product placement effects: Alcohol brands in television series and the influence of presumed influence. Journal of Advertising, 43(1), 46-62. https://doi.org/10.1080/00913367.2013.810557
  • Paul, J., & Criado, A. R. (2020). The art of writing literature review: What do we know and what do we need to know? International Business Review, 29(4), 101717. https://doi.org/10.1016/j.ibusrev.2020.101717
  • Phillips, J., & Noble, S. M. (2007). Simply captivating: Understanding consumers’ attitudes toward the cinema as an advertising medium. Journal of Advertising, 36(1), 81-94. https://doi.org/10.2753/JOA0091-3367360106
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There are 57 citations in total.

Details

Primary Language Turkish
Subjects Marketing Theory, Consumer Behaviour
Journal Section Articles
Authors

Beyza Topcugil 0000-0001-7605-1945

Publication Date March 26, 2024
Submission Date January 22, 2024
Acceptance Date March 25, 2024
Published in Issue Year 2024 Volume: 5 Issue: 1

Cite

APA Topcugil, B. (2024). Pazarlama Literatüründe Psikolojik Reaktans Teorisi. İşletme, 5(1), 133-154. https://doi.org/10.57116/isletme.1423480
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