SavedAdd your journal

Journals / İşletme / 2026 / Cilt: 5 Sayı: 1

Psychological Reactance Theory in Marketing Literature

Pazarlama Literatüründe Psikolojik Reaktans Teorisi

Beyza Topcugil(İzmir Bakırçay Üniversitesi)0000-0001-7605-1945
Journal
İşletme
Pages
133–154
Publication Date
2024-03-26
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

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.

📌 3 Key Takeaways

🎯
Objective & Hypothesis: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.
📊
Key Findings & Data: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.
💡
Conclusion & Impact: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.
🔬Design:Review & Systematic Survey
📍Scope:Comprehensive Sample
⚙️Variables:Psikolojik Reaktans Teorisi · Sistematik Literatür Araştırması · Tüketici Davranışları

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.

Özet

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.

🔖

Cite This Article

Topcugil, B. (2024). Psychological Reactance Theory in Marketing Literature. İşletme, Cilt: 5 Sayı: 1, 133–154. https://doi.org/10.57116/isletme.1423480

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (59)

  1. 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
  2. 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
  3. 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
  4. Altunışık, R., Özdemir, S., & Torlak, O. (2014). Pazarlama ilkeleri ve yönetimi (1. baskı). Beta.
  5. 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
  6. 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
  7. 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
  8. 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
  9. Brehm, J. W. (1966) A theory of psychological reactance. New York: Academic Press.
  10. Brehm, S. S. ve Brehm, J. W. (2013). Psychological reactance: A theory of freedom and control. Academic Press.
  11. 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
  12. 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
  13. 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
  14. 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
  15. 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
  16. 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
  17. 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
  18. 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
  19. 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
  20. 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
  21. 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
  22. 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
  23. 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
  24. 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
  25. 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
  26. 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
  27. 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
  28. 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
  29. 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
  30. Levav, J., & Zhu, R. (2009). Seeking freedom through variety. Journal of Consumer Research, 36(4), 600-610. https://doi.org/10.1086/599556
  31. 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
  32. 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
  33. 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
  34. 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
  35. 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
  36. 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
  37. 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
  38. 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
  39. 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
  40. 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
  41. Pizzi, G., Scarpi, D., & Pantano, E. (2021). Artificial intelligence and the new forms of interaction: Who has the control when interacting with a chatbot? Journal of Business Research, 129, 878-890. https://doi.org/10.1016/j.jbusres.2020.11.006
  42. Septianto, F., & Garg, N. (2021). Grateful compliance: Gratitude effects on willingness to comply with responsible drinking messages. Psychology & Marketing, 38(9), 1460-1474. https://doi.org/10.1002/mar.21535
  43. Shen, L., & Dillard, J. P. (2005). Psychometric properties of the hong psychological reactance scale. Journal of Personality Assessment, 85(1), 74-81. https://doi.org/10.1207/s15327752jpa8501_07
  44. Shoenberger, H., Kim, E. (Anna), & Sun, Y. (2021). Advertising during covid-19: Exploring perceived brand message authenticity and potential psychological reactance. Journal of Advertising, 50(3), 253-261. https://doi.org/10.1080/00913367.2021.1927914
  45. Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333-339. https://doi.org/10.1016/j.jbusres.2019.07.039
  46. Şekerkaya, A., & Konyalıoğlu, F. İ. (2020). Zaman ve Ürün Miktarı Kısıtlılığı Koşullarındaki Tepkisel Satın Alma Davranışlarının Psikolojik Reaksiyon Kuramı Bağlamında İncelenmesi. İşletme Araştırmaları Dergisi, 12(4), 3518-3538. https://doi.org/10.20491/isarder.2020.1056
  47. TDK. (2022). Türk Dil Kurumu Sözlükleri. https://sozluk.gov.tr/. adresinden alındı
  48. Tessitore, T., & Geuens, M. (2019). Arming consumers against product placement: A comparison of factual and evaluative educational interventions. Journal of Business Research, 95, 38-48. https://doi.org/10.1016/j.jbusres.2018.09.016
  49. Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence‐informed management knowledge by means of systematic review. British Journal of Management, 14(3), 207-222. https://doi.org/10.1111/1467-8551.00375
  50. Trump, R. K. (2016). Harm in price promotions: When coupons elicit reactance. Journal of Consumer Marketing, 33(4), 302-310. https://doi.org/10.1108/JCM-02-2015-1319
  51. Wang, L., & Ding, Y. (2017). An exemption for strong brands: The influence of brand community rejection on brand evaluation. European Journal of Marketing, 51(5/6), 1029-1048. https://doi.org/10.1108/EJM-12-2015-0876
  52. Wang, L., & Zuo, P. (2017). Flag backlash: Why does the presence of the American flag reduce product evaluation? Psychology & Marketing, 34(7), 693-707. https://doi.org/10.1002/mar.21016
  53. Wang, W., Krishna, A., & McFerran, B. (2017). Turning off the Lights: Consumers' Environmental Efforts Depend on Visible Efforts of Firms. Journal of Marketing Research. https://doi.org/10.1509/jmr.14.0441
  54. Wicklund, R. A. (1970). Prechoice preference reversal as a result of threat to decision freedom. Journal of Personality and Social Psychology, 14(1), 8-17. https://doi.org/10.1037/h0028619
  55. Wu, E. C., Cutright, K. M., &a Fitzsimons, G. J. (2011). How Asking “Who am I?” Affects what Consumers Buy: The Influence of Self-Discovery on Consumption. Journal of Marketing Research. https://doi.org/10.1509/jmkr.48.2.296
  56. Zemack-Rugar, Y., Moore, S. G., & Fitzsimons, G. J. (2017). Just do it! Why committed consumers react negatively to assertive ads. Journal of Consumer Psychology, 27(3), 287-301. https://doi.org/10.1016/j.jcps.2017.01.002
  57. Zhang, Y., Xu, J., Jiang, Z., & Huang, S.-C. (2011). Been there, done that: The impact of effort investment on goal value and consumer motivation. Journal of Consumer Research, 38(1), 78-93. https://doi.org/10.1086/657605
  58. 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
  59. Şekerkaya, A., & Konyalıoğlu, F. İ. (2020). Zaman ve Ürün Miktarı Kısıtlılığı Koşullarındaki Tepkisel Satın Alma Davranışlarının Psikolojik Reaksiyon Kuramı Bağlamında İncelenmesi. İşletme Araştırmaları Dergisi, 12(4), 3518-3538. https://doi.org/10.20491/isarder.2020.1056